Bhubaneswar, Dec. 4 -- Bollywood actress Yami Gautam, fresh off the success of Haq, has raised a red flag over what she believes is a damaging practice quietly shaping the industry - the rise of paid hype. Taking to X, she criticised a tactic where money fuels online buzz, and warned of targeted negativity against films that refuse to participate. Her candid remarks struck a chord, prompting co-star Hrithik Roshan to voice his support.

In a heartfelt post, Yami acknowledged that she had been wanting to speak up for months. She 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 release...