Karan Johar has stirred conversation by openly criticizing Bollywood’s growing reliance on public relations and paid publicity. In a recent interaction with The Week, he reacted to a question referencing actors like Janhvi Kapoor and Shanaya Kapoor, expressing concern over what he termed “method marketing” and urging performers to prioritize their craft over curated public image.
Karan Johar on Bollywood’s PR culture
The filmmaker remarked that the industry should scale back its dependence on PR, suggesting that achievements should speak for themselves. He pointed out that much of today’s publicity is paid, where even compliments or claims about talent can be manufactured for a price.
He added that PR activity has gone into “overdrive,” emphasizing that while marketing and publicity are important, they should be handled in a more balanced and structured way. According to him, the focus has shifted too heavily toward self-promotion rather than the quality of work.
Concerns over paid publicity
Karan also highlighted how the rise of paid PR blurs the line between genuine audience response and manufactured praise. He admitted that it’s becoming increasingly difficult to judge whether appreciation is organic or driven by money, calling the situation confusing—even for insiders like himself.
What’s next for Karan Johar
On the work front, the director shared that his popular talk show Koffee With Karan is set to return with Season 9, likely around Diwali 2026.