ilmmaker Karan Johar has voiced strong concerns about Bollywood’s increasing dependence on aggressive public relations and paid publicity, suggesting that the industry needs to reassess its approach. Speaking candidly in a recent interaction, he pointed out that promotional activity has reached an excessive level, often overshadowing the actual quality of films.
Johar clarified that he is not against marketing or publicity altogether, acknowledging that promotion is an essential part of filmmaking today. However, he stressed that the current culture has tipped into overdrive, where visibility can be manufactured and success can appear inflated. According to him, this makes it difficult to judge the genuine impact of a film or performance.
Highlighting the downside of this trend, Johar remarked that “everything is available at a price,” implying that narratives around films and actors can be influenced through paid means rather than organic audience response. This, he believes, creates a distorted perception of success and credibility within the industry.
He urged actors and filmmakers to dial down the excessive PR machinery and allow their work to speak for itself. In his view, content and performance should remain the primary drivers of recognition, rather than curated publicity campaigns.
Johar’s comments come at a time when Bollywood is witnessing intense competition and heightened scrutiny from audiences, especially with the rise of digital platforms and social media. In such an environment, he emphasized the importance of authenticity and merit, suggesting that a balanced approach to marketing would ultimately benefit both creators and viewers.
By advocating for restraint in publicity, Johar underscored the need for the industry to return to its core strength—storytelling—while maintaining a healthier, more transparent relationship with its audience.
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