Director Karan Johar has addressed the issue of paid publicity in Bollywood, stating that it needs to stop because it is becoming difficult to gauge genuine audience reactions. In a recent interaction, Karan was asked about actors like Janhvi Kapoor and Shanaya Kapoor adopting method marketing strategies for their films, such as Param Sundari and Tu Yaa Main. When asked if this PR-driven trend could gain traction in the industry, Karan responded:
“I think Bollywood should stop doing PR. It would be much better. They should let their achievements speak for themselves because, unfortunately, all PR is now paid PR. If you want someone to say you are looking gorgeous, you just have to pay. If you want to be called the best actor on planet earth, you have to pay. I think we are in overdrive mode when it comes to PR. Whether they are using method marketing or not is secondary; they should stop marketing themselves and let their work speak.”
He further clarified his stance, adding: “Publicity and marketing are very important professional categories and should be treated accordingly. But now, everything is available at a price, and that is deeply upsetting because you can’t truly gauge what is connecting with the audience and what isn’t. Now, you look at everything and wonder, ‘Are people really liking it, or have they been paid to like it?'”
Karan Johar’s last directorial venture was Rocky Aur Rani Kii Prem Kahaani, released in 2023. Featuring Ranveer Singh and Alia Bhatt, the film became a major box-office hit.
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