- By Swati Singh
- Thu, 04 Dec 2025 04:09 PM (IST)
- Source:JND
Yami Gautam has ignited a significant discussion in Bollywood with a bold post slashing into the industry's growing "paid hype" culture, where some individuals allegedly demand money in the name of film marketing. According to her, if these demands aren't met, the narrative shifts to negative commentary even before a film hits theaters, creating an atmosphere that feels dangerously close to extortion. Her comments have garnered swift support, notably from Kaabil co-star Hrithik Roshan, amplifying the conversation. Interestingly, Yami's post comes just a day ahead of her husband Aditya Dhar's film Dhurandhar, starring Ranveer Singh, hitting the screens.
In her X post, she emphasised, "This so-called trend of giving money, in the disguise of marketing a film, to ensure good ‘hype’ for a film is created or else ‘they’ will continuously write negative things (even before the film is released), until you pay ‘them’ money feels nothing but kind of extortion."
Yami further added that the practice is not just limited to building hype, but can also be used to create targeted negativity. She added it is “a plague that is going to affect the future of our industry in a big way."
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The Haq actress continued, "Unfortunately if anyone feels- it’s harmless & let’s do it because it’s the new ‘normal’, is mistaken. This monster of a ‘trend’ is eventually going to bite everyone." "If truth is exposed about a million things under the garb of who & what ‘success’ is over the past 5 years esp , unfortunately it’s not going to be a pretty picture for many," she wrote.
There is something iv been wanting to express since really long, I feel today is that day & I must .
— Yami Gautam Dhar (@yamigautam) December 4, 2025
This so called trend of giving money, in the disguise of marketing a film, to ensure good ‘hype’ for a film is created or else ‘they’ will continuously write negative things…
(Image: X/@iHrithik)
Reacting to Yami's post, Hrithik Roshan wrote on X, "More than anything , the golden thing that gets lost and leaves them and all of us impoverished is the journalists true voice. Without freedom of expression, without the truth helping us evolve , what job satisfaction can they or any of us hope for?"