Daijiworld Media Network - Mumbai

Mumbai, Apr 27: Filmmaker Karan Johar has spoken out against the growing trend of paid publicity in Hindi cinema, stating that the industry should scale back excessive marketing and let content speak for itself.

Speaking at a recent discussion event, Johar said Bollywood has entered an “overdrive mode” when it comes to public relations. “I think Bollywood should stop doing PR. It would be much better if achievements speak for themselves. Unfortunately, most PR today is ‘paid PR’. If you want to project a certain image or claim success, you just have to pay for it,” he said.

Responding to a question about actors like Janhvi Kapoor and Shanaya Kapoor using innovative promotional strategies for their films, Johar clarified that his remarks were not directed at individuals but at a broader industry trend.

He added that the rise of paid PR has made it increasingly difficult to understand genuine audience reactions. “You really can’t gauge what’s connecting anymore. You start wondering whether people actually like something or have been paid to say so,” he noted.

Johar emphasised that while publicity and marketing remain important, the current scenario—where everything can be influenced for a price—is problematic for the credibility of the industry.

On the work front, Johar has recently produced films under his banner Dharma Productions and continues to back multiple upcoming projects. As a director, his last release was Rocky Aur Rani Kii Prem Kahaani, starring Ranveer Singh and Alia Bhatt, which performed well at the box office.