Yami Gautam Calls Out ‘Monster Trend’ Behind Dhurandhar on Social Media, Hrithik Roshan Backs Her

Actor Yami Gautam has raised concerns about what she sees as an unhealthy and growing culture of paid hype and manufactured negativity around films. Her detailed post on X sparked wide discussion, with actor Hrithik Roshan voicing his full support.

Yami Criticises the Rise of Paid Hype and Negative Campaigns

Yami wrote that she had been wanting to address this matter for a long time. She expressed alarm over a system where money is allegedly paid under the label of marketing to create artificial hype or to prevent coordinated negative commentary. She said, "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. Just because this arrangement is accessible to anyone whether to 'hype' a film or spread negativity against another actor/a film is a plague that is going to affect the future of our industry in a big way."

She added that accepting this practice as harmless or normal would be a mistake. According to her, "This monster of a 'trend' is eventually going to bite everyone. If truth is exposed about a million things under the garb of who and what 'success' is over the past 5 years esp, unfortunately it's not going to be a pretty picture for many."

Call for Unity to End the Practice

Yami noted that several southern film industries do not encourage such practices and credited their sense of unity for keeping the culture healthier. She urged filmmakers and actors to take responsibility and act before the trend becomes irreversible. "I urge our esteemed producers, directors and actors to come together in order to arrest this termite of a culture at this stage itself and discourage it. I say this as a 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 that I know India shall be proud of. I say this as a deeply concerned member of the fraternity who, like many other industry professionals, wishes to see Indian cinema blossom with its best potential and not the other way around. Lets not kill the joy of film making and presenting it to the world and letting the audience decide what they feel. We need to protect our industry environment."

Hrithik Roshan Supports Yami's Statement

Hrithik Roshan responded to Yami's post with strong words of agreement. Reflecting on how paid campaigns affect journalists and filmmakers alike, he wrote, "More than anything , the golden thing that gets lost and leaves them and all of us impoverished is the journalists true voice , a chance for them to inform all the creative forces behind a movie what they felt , thought , what they applaud and criticise. Only true opinions have the potential where feedback helps us evolve. Their own right to freedom gets unknowingly usurped and so does our chance of growth. Without freedom of expression, without the truth helping us evolve , what job satisfaction can they or any of us hope for ?"

Recent Work of Both Actors

Yami was last seen in the courtroom drama Haq, co-starring Emraan Hashmi. The film received positive reviews and performed well at the box office. Hrithik Roshan most recently appeared in War 2, released on Independence Day, which was both a critical and commercial failure.