Mumbai: Actress Yami Gautam has called the growing culture of publicity and paid negativity “extortion-like”, and has also urged her colleagues in the film industry to end the practice of creating “hype” through marketing tools.
In a detailed note shared on Instagram, the actress expressed deep concern about the growing practice of pressurizing filmmakers to buy manufactured promotions. Gautam, who referenced the upcoming Ranveer Singh-starrer ‘Dhurandhar’, revealed how the project, directed by her husband Aditya Dhar, is experiencing attempts of targeted “negativity” even before its release.
There is something I have wanted to express for a long time, I feel today is the day and I must do so.
This is the so called practice of paying money in the name of marketing of a film to ensure that a good ‘hype’ is created for the film otherwise ‘they’ will keep writing negative things…– Yami Gautam Dhar (@yamigautam) 4 December 2025
In her note, she wrote, “There is something I have wanted to express for a long time, and I feel today is the day and I should do it. This so-called trend of giving money in the guise of marketing a film, to ensure good ‘publicity’ for a film, otherwise ‘they’ will constantly write negative things (even before the film is released), unless you give ‘them’ money, it seems to be nothing but a kind of extortion. Just because this arrangement Whether it is to ‘hype’ a film or spread negativity against another actor or film is a plague that is going to affect the future of our industry in a big way.”
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The actor further explained that in the South Indian film industry, such practices “cannot be dared” as the industry is united. Urging collective action, Gautam appealed to filmmakers and artistes to “come together” to stop what he termed the “termites of culture” before it spreads further.
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She further added, “In the South, no one can dare to do such things because the industry is united on many fronts. I urge our respected producers, directors and actors to come together to stop this termite of culture at this very level and discourage it.”
Directed and written by Aditya Dhar, the spy-action thriller stars Ranveer Singh, Sanjay Dutt, Akshaye Khanna, R. Madhavan and Arjun Rampal in the lead roles.
It is produced by Jio Studios and B62 Studios. Dhurandhar is scheduled for theatrical release on December 5, 2025.