Yami Gautam Speaks Out Against Fabricated Film Hype Prior to Dhurandhar Launch

On the eve of the much-awaited release of Dhurandhar, actress Yami Gautam took to social media to share her thoughts against the increasing trend of orchestrating artificial buzz through monetized promotions. She labeled this practice as “extortion-like” and voiced worries about its detrimental effects on the Indian film sector.

In her message, Yami elaborated on how certain marketing strategies distort public opinion, often resulting in negative portrayals if payments are not facilitated. She stated, “This trend of using money under the guise of promoting a film to guarantee positive 'hype,' or else face persistent negative commentary—even before the film releases—seems nothing short of extortion.” She warned that such methods have evolved into a significant issue, undermining authentic talent and damaging the creative landscape, ultimately affecting everyone involved.

Yami also recognized the solidarity within the South Indian film industry in opposing these harmful practices and urged professionals across the country to unite in rejecting such trends to cultivate a healthier film culture. Support for her viewpoint came from actor Hrithik Roshan, who underscored the necessity of genuine journalism and freedom of expression. He remarked, “Only honest perspectives can offer feedback that promotes growth. Without truth and freedom of expression, what satisfaction can we seek in our roles?”

The actress praised her husband, director Aditya Dhar, highlighting his unwavering commitment to the project. She noted, “I say this as the partner of a remarkably honest man who has put everything into this film with relentless effort, vision, and determination alongside his team, creating something that I believe will make India proud.” She concluded by reminding viewers that the essence of filmmaking should not be overshadowed by marketing strategies, urging them to form their opinions of the film based on their viewing experience.

Dhurandhar has come under legal examination ahead of its release. The family of the late Major Mohit Sharma, who received the Ashoka Chakra and Sena Medal, approached the Delhi High Court to block the film, claiming it represented Major Sharma’s life and military career without authorization. However, the Central Board of Film Certification (CBFC) approved the film’s release with an ‘A’ rating after specific alterations, including selective cuts and changes, although the overall length remained the same.

The Sharma family contended that the film's promotional materials closely resembled Major Sharma's counter-terrorism efforts and undercover roles in Kashmir. They insisted that his life should not be exploited for commercial gain, citing concerns over privacy, dignity, and emotional rights.

Written, directed, and co-produced by Aditya Dhar under Jio Studios and B62 Studios, Dhurandhar boasts a star-studded cast including Ranveer Singh, Sanjay Dutt, Akshaye Khanna, R. Madhavan, and Arjun Rampal, paired with appearances by Sara Arjun and Rakesh Bedi. Scheduled for release on December 5, the film is already capturing significant attention due to its subject matter, impressive cast, and pre-release discourse.