Karan Johar, a prominent filmmaker in Bollywood, has expressed concerns regarding the industry's heavy reliance on public relations and paid publicity. In a recent interview with The Week, he argued that Bollywood should reduce its aggressive promotional strategies and allow the quality of work to speak for itself. Johar highlighted that the current PR culture has gone into 'overdrive,' with paid endorsements making it difficult to discern genuine audience reactions. He emphasized that while marketing is essential in the film industry, it should not overshadow the importance of storytelling and performance. Johar also confirmed that his popular talk show, Koffee with Karan, will return for its ninth season around Diwali this year and mentioned that his 2006 film Kabhi Alvida Naa Kehna is being adapted into a long-form series, reflecting a shift towards deeper storytelling.