Karan Johar Calls Out Paid PR Trend, Questions If Audience Love Is Real Or Manufactured: Do People Really...

Karan Johar has spoken strongly against paid publicity in Bollywood, warning that it is making true audience response harder to read. The filmmaker said Hindi film promotions are now too focused on paid PR, and argued that the industry should pull back on aggressive marketing and let films speak for themselves.

Calling the current situation “overdrive mode” for publicity, Karan said Bollywood no longer trusts work to create genuine buzz. He argued that the heavy use of paid campaigns hides real reactions and claimed that the culture around image-building has moved far away from simple word-of-mouth appreciation.

Karan Johar on paid PR in Bollywood promotions

Karan shared these views during an industry discussion organised by The Week, after a question on “method marketing” by actors like Janhvi Kapoor and Shanaya Kapoor for their recent films Param Sundari and Tu Yaa Main. Responding to whether such PR trends could grow, Karan said, "I think Bollywood should stop doing PR. It would be much better. They should let their achievements speak for themselves because, unfortunately, all of PR is now 'paid PR'. So, if you want to say you are looking gorgeous, you just have to pay. If you have to say you are the best actor on planet earth, you have to pay. I think we are in overdrive mode when it comes to PR. So whether they are doing method marketing or not is secondary; they should stop marketing themselves and let their work speak."

Karan Johar, paid PR and audience reaction in Bollywood

Karan stressed that the remarks were not aimed at any single actor, including the names raised at the event. The concern, Karan said, was about a widespread pattern in Hindi cinema publicity. According to Karan, the rise of paid PR deals has made it far tougher to read what viewers honestly feel.

Explaining the worry, Karan said that publicity and marketing are valid fields of work but now look fully transactional. Karan added, "I don't mean the people you are talking about. I mean, everyone in general. Publicity and marketing are very important work categories, and they should be treated accordingly. But now, everything is available at a price, and that is something that could be deeply upsetting because then you really can't gauge what's connecting and what's not. Now, you look at everything like, 'Are people really liking it or have they been paid to like it?'"

While debating paid PR, Karan also has a packed slate as producer at Dharma Productions. Karan recently backed Sunny Sanskari Ki Tulsi Kumari and Tu Meri Main Tera Main Tera Tu Meri. The banner’s upcoming releases this year include Chand Mera Dil with Lakshya and Ananya Panday, Udta Teer with Ayushmann Khurrana and Sara Ali Khan, and Naagzilla with Kartik Aaryan.

As a director, Karan’s latest release was Rocky Aur Rani Kii Prem Kahaani in 2023, starring Ranveer Singh and Alia Bhatt, which performed well at the box office. Karan’s comments on paid publicity arrive while these projects keep Dharma Productions active, even as Karan urges Bollywood to depend more on work quality than paid promotion for attention.