‘Mardaani 3’ in marketing controversy after Delhi police flags ‘paid panic’ posts

Mardaani 3 has landed in an unexpected controversy days after its theatrical release with the Delhi Police flagging social media posts that allegedly used missing girls data to generate panic for commercial gains.

The debate began when a PTI report quoting official Delhi Police data stated that more than 800 people had gone missing in the national capital in early January. The figures spread rapidly across social media platforms, triggering widespread concern and anxiety among users.

However, Delhi Police later issued a clarification, saying the sudden spike in posts was being driven by paid promotions and warned that creating public panic for monetary gains would invite strict action.

In a statement, the police said they had “discovered that the hype around the surge in missing girls in Delhi is being pushed through paid promotion” and cautioned citizens against sharing unverified claims.

The advisory quickly led to speculation online linking the posts to Mardaani 3, the latest instalment in Yash Raj Films’ crime thriller franchise. The film follows a police officer racing against time to track down dozens of missing girls, a storyline that mirrors the issue highlighted in the viral posts.

As conversations intensified, social media users questioned whether the sensitive data was being used to amplify the film’s marketing campaign.

Responding to the speculation, Yash Raj Films issued a firm denial, distancing the studio from the claims.

A spokesperson for the production house said the company has followed ethical and transparent practices for over five decades and rejected allegations that the film’s marketing campaign sensationalised a sensitive issue. The studio added that it trusts authorities to place verified facts in the public domain.

Delhi Police, meanwhile, reiterated that rumours about a sudden surge in missing children cases were misleading and urged citizens not to fall for unverified information circulating online. The force stressed that tracing missing persons and reuniting them with families remains a top priority.

Despite the controversy, Mardaani 3 has continued to attract strong audience interest. The film has crossed the ₹25 crore mark within its first week, according to trade estimates, and has received largely positive reactions on social media.