Delhi Police flags paid promotions behind viral missing persons data; YRF says it has “nothing to do” with the scare
Panic, a Viral Report, and a Film Release: How the Controversy Began
A wave of fear swept across social media last week after reports claimed that over 800 people had gone missing in Delhi within just 15 days. The figures, attributed to official data, spread rapidly and triggered alarm among parents and citizens alike. What made the timing even more striking was that the panic coincided with the release of Mardaani 3, a film centred on the disappearance of young girls.
The third instalment of the popular franchise sees Rani Mukerji returning as cop Shivani Shivaji Roy, investigating the mysterious disappearance of 93 girls within a short span. As concern grew online, many began drawing parallels between the film’s storyline and the viral missing persons data, fuelling speculation about whether the fear was being deliberately amplified.
Delhi Police Steps In, Flags ‘Paid Promotion’
On Monday morning, Delhi Police issued a clarification that shifted the conversation dramatically. In a post on X, the police revealed that the sudden spike in online chatter was not entirely organic.
“After following a few leads, we discovered that the hype around the surge in missing girls in Delhi is being pushed through paid promotion,” the police said. The statement added a strong warning: “Creating panic for monetary gains won’t be tolerated, and we’ll take strict action against such individuals.”
The use of the term “paid promotion” immediately raised eyebrows and turned public attention towards Mardaani 3, with several social media users questioning whether the film’s marketing had crossed ethical boundaries by linking fiction too closely with reality.
Yash Raj Films Breaks Silence, Denies Any Role
As allegations gathered steam online, Yash Raj Films responded with a firm denial. The production house, which has backed all three Mardaani films, rejected claims that its promotional campaign had anything to do with the missing persons scare.
“Yash Raj Films is a 50-year-old company founded on the core principles of being highly ethical and transparent,” a YRF spokesperson said. “We strongly deny the accusations floating on social media that Mardaani 3’s promotional campaign has deliberately sensationalised a sensitive issue like this.”
The spokesperson also stressed that the studio has full faith in the authorities to reveal the truth. “We have immense trust in our authorities that they will share all facts and truths in due course of time,” the statement added.
YRF reiterated the same position in a conversation with SCREEN, clearly distancing itself from the controversy surrounding the viral data.
Earlier Clarification: ‘Do Not Fall for Rumours’
This was not the first time Delhi Police had addressed the issue. A day earlier, officials had already urged citizens to remain calm and not fall prey to misinformation circulating online.
“Recent public discourse has raised concerns about the welfare of children in Delhi,” the police said in an earlier tweet. While denying exaggerated claims, they warned that rumour-mongers spreading fear by misrepresenting data would face strict legal action. The police also underlined that tracing missing persons and reuniting them with their families remains a top priority.
Box Office Success Amid the Storm
Even as controversy swirled around its release, Mardaani 3 continued its strong run at the box office. The film has received positive reviews from critics and audiences, many of whom have praised its gripping narrative and Rani Mukerji’s intense performance.
Commercially, the film has entered the ₹25 crore club within its first week, reaffirming the franchise’s appeal and its connection with audiences who appreciate socially driven thrillers.
Where the Matter Stands Now
While Delhi Police continues to probe who exactly was behind the paid promotions flagged in its investigation, Yash Raj Films has drawn a clear line between its film and the real-world panic. The episode, however, has reignited a larger debate about ethical marketing, sensitive subjects, and the fine line between awareness and alarm.
For now, Mardaani 3 remains in theatres, pulling audiences even as questions linger—reminding many how quickly fiction and fear can blur in the digital age.
