Gulshan Devaiah criticizes Vivek Agnihotri’s promotion of The Kashmir Files: “I feel that is exploitation”

Actor Gulshan Devaiah accuses filmmaker Vivek Agnihotri of using real-life suffering for film publicity.

In a recent interview with Siddharth Kanan, actor Gulshan Devaiah expressed his strong disapproval of filmmaker Vivek Agnihotri’s approach in marketing The Kashmir Files. Devaiah, who has previously collaborated with Agnihotri on Hate Story, condemned the use of real-life pain and trauma for promoting the film. "He is a marketing guy, and he has a huge following. He is immensely successful now, as a filmmaker and as an author. But yes, there are some things I am critical of," Devaiah stated.

Gulshan Devaiah criticizes Vivek Agnihotri’s promotion of The Kashmir Files: “I feel that is exploitation”

The controversial marketing strategy
Devaiah specifically criticized the film's use of footage featuring people who have experienced the horrors depicted in The Kashmir Files, which narrates a fictional storyline about the genocide of Kashmiri Pandits. "Those who watched the film could recall the time of the Kashmiri Pandit exodus and what all happened with them. So, they were broadcasting that on social media as publicity. I feel that is exploitation," Devaiah elaborated. His comments highlight the ethical concerns surrounding the film's promotional tactics, which he believes exploit genuine suffering for commercial gain.

A Controversial Film
The Kashmir Files, released in 2022, elicited a polarizing response from audiences and critics alike but achieved significant box office success, grossing Rs. 252.90 crores. Despite its commercial triumph, the film has been mired in controversy due to its sensitive subject matter and the manner in which it was marketed.

Ethical concerns
Devaiah's critique extended to the broader implications of using real emotions for publicity. "You are exploiting the actual pain and trauma of somebody. I am personally okay with that. I feel you are exploiting their real emotions, to publicise your film, which maybe is about them. That is in the zone of exploitation for me," he asserted. While acknowledging Agnihotri's success, Devaiah maintained his stance that the film’s marketing strategy crossed ethical boundaries.

Final thoughts on the film
Despite his harsh criticism of the marketing approach, Devaiah conceded that the film itself was "okay" and described Agnihotri as an "okay director at best." His balanced view underscores the complex interplay between artistic expression and ethical considerations in filmmaking. As The Kashmir Files continues to be a topic of discussion, Devaiah’s remarks contribute to the ongoing debate about the responsibilities of filmmakers when handling sensitive historical and emotional content.

Also Read: Gulshan Devaiah reveals Ranveer Singh’s off-screen persona: “He’s very energetic, like a true movie star”