Karan Johar Calls Out Paid PR Culture in Bollywood

Filmmaker Karan Johar has spoken against the growing trend of paid publicity in Bollywood. He said the industry should reduce excessive marketing and let creative work speak for itself.

He made these remarks during a discussion hosted by The Week. The conversation focused on evolving promotional strategies in Hindi cinema.

Johar stressed that the current PR environment has gone into “overdrive.” He added that most publicity today appears to be paid, which raises concerns about authenticity.

‘All PR Is Now Paid,’ Says Johar

During the interaction, Johar said, “I think Bollywood should stop doing PR. It would be much better.” He added that achievements should speak for themselves rather than being amplified through paid campaigns.

He further explained how praise can now be bought. “If you want to say you are looking gorgeous, you just have to pay,” he said. “If you want to say you are the best actor on planet earth, you have to pay.”

Moreover, he noted that such practices make it harder to trust public perception. According to him, audiences and industry insiders alike struggle to separate genuine appreciation from paid promotion.

Difficulty in Gauging Real Audience Response

Johar clarified that he was not targeting any individual actor. The comments came after a question referencing Janhvi Kapoor and Shanaya Kapoor, who were mentioned in the context of “method marketing.”

However, he emphasized that his concern applies to the industry as a whole. “Publicity and marketing are very important work categories,” he said. “But now, everything is available at a price.”

He added that this shift creates confusion. “You really can’t gauge what’s connecting and what’s not,” Johar explained. “Now, you look at everything like, ‘Are people really liking it or have they been paid to like it?’”

Recent and Upcoming Projects

On the work front, Johar continues to stay active as both producer and director. His last directorial venture, Rocky Aur Rani Kii Prem Kahaani, starred Ranveer Singh and Alia Bhatt and performed well at the box office.

Meanwhile, his production banner Dharma Productions has several films in the pipeline. These include projects featuring Ayushmann Khurrana, Sara Ali Khan, Kartik Aaryan, and Ananya Panday.

In addition, Johar hinted that a new season of Koffee With Karan could return around Diwali 2026. He also revealed that his 2006 film Kabhi Alvida Naa Kehna is being adapted into a long-format series.