Yami Gautam has sparked a major conversation in Bollywood with a bold post questioning what she calls a dangerous “paid hype" culture growing inside the industry. Her comments have quickly gained attention, including strong support from her Kaabil co-star Hrithik Roshan. Yami shared on X that ome people allegedly demand money in the name of film marketing, and if they don’t get it, they begin posting negative commentary even before a film releases. The post comes a day before the release of her husband Aditya Dhar’s film, Dhurandhar, starring Ranveer Singh in the lead.

Yami wrote, “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),

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