Yami Gautam Condemns Paid Hype, Hails Aditya Dhar Before Dhurandhar

Just a day before the release of the highly anticipated film Dhurandhar, actress Yami Gautam shared a heartfelt message on social media, speaking out against the rising trend of creating artificial hype around films through paid campaigns. She called the practice “extortion-like” and expressed concern over its negative impact on the Indian film industry.

In her note, Yami explained how certain marketing tactics manipulate public perception, often leading to negative narratives if payments are not made. She wrote, “This so-called trend of giving money in the guise of marketing a film to ensure good 'hype,' or else 'they' will continuously write negative things—even before the film is released—feels like nothing but extortion.” She warned that such practices have become a harmful plague, undermining genuine talent and affecting the creative environment, ultimately harming actors, filmmakers, and audiences alike.

Yami also praised the South Indian film industry for its unity in rejecting such manipulative practices and urged filmmakers, producers, and actors nationwide to come together to discourage these trends, fostering a healthier cinematic environment. Actor Hrithik Roshan shared his support for her views, emphasizing the importance of honest journalism and freedom of expression. He said, “Only true opinions have the potential for feedback that helps us evolve. Without freedom of expression and truth helping us grow, what job satisfaction can any of us hope for?”

The actress further lauded her husband, director Aditya Dhar, for his relentless dedication to the project. She wrote, “I say this as the wife of an extremely honest man who has given everything to this film with his undying hard work, vision, and grit, along with his team, to create something I know India shall be proud of.” She concluded by reminding audiences that the joy of filmmaking should not be overshadowed by marketing tactics and that viewers should form their opinions about the film only after watching it.

Dhurandhar faced legal scrutiny in the lead-up to its release. The family of the late Major Mohit Sharma, Ashoka Chakra and Sena Medal awardee, approached the Delhi High Court seeking a stay on the film, alleging that it depicted Major Sharma’s life and military career without consent. The Central Board of Film Certification (CBFC), however, cleared the film for release with an ‘A’ certificate after certain modifications, including selective removals, replacements, and insertions, though the running time remained unchanged.

The Sharma family had argued that the film’s trailer and promotional content closely mirrored Major Sharma’s counter-terrorism operations and undercover missions in Kashmir. They maintained that his life should not be used as a commercial asset, citing violations of privacy, dignity, and emotional rights.

Written, directed, and co-produced by Aditya Dhar under Jio Studios and B62 Studios, Dhurandhar features an ensemble cast including Ranveer Singh, Sanjay Dutt, Akshaye Khanna, R. Madhavan, and Arjun Rampal, with supporting roles by Sara Arjun and Rakesh Bedi. Set to release on December 5, the film has already drawn significant attention due to its subject matter, star-studded cast, and pre-release discussions.