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

Mardaani 3 has found itself at the centre of an unexpected controversy just days after its theatrical release, after Delhi Police flagged social media posts that allegedly used data on missing girls to stoke public panic for commercial gain.

The issue surfaced following a PTI report citing official Delhi Police data, which claimed that more than 800 people had gone missing in the national capital in early January. The figures quickly went viral across social media, sparking widespread concern and anxiety.

Subsequently, Delhi Police issued a clarification, stating that the sudden surge in such posts was being fuelled by paid promotions. The force warned that attempts to create public panic for monetary gains would invite strict action. In its statement, the police said it had “discovered that the hype around the surge in missing girls in Delhi is being pushed through paid promotion,” and urged citizens not to share unverified claims.

The advisory triggered online speculation linking the posts to Mardaani 3, the latest instalment in Yash Raj Films’ crime-thriller franchise. The film centres on a police officer racing against time to trace dozens of missing girls, a narrative that closely mirrors the issue highlighted in the viral posts. As the discussion intensified, social media users questioned whether sensitive data was being leveraged to amplify the film’s marketing campaign.

Yash Raj Films, however, strongly denied the allegations. In a statement, a spokesperson said the studio has followed ethical and transparent practices for over five decades and rejected claims that the film’s marketing sensationalised a sensitive issue. The production house added that it trusts authorities to place verified facts in the public domain.

Delhi Police reiterated that rumours about a sudden spike in missing children cases were misleading and urged the public not to be misled by unverified information circulating online, stressing that tracing missing persons and reuniting them with their families remains a top priority.

Despite the controversy, Mardaani 3 continues to draw strong audience interest. According to trade estimates, the film has crossed Rs 25 crore within its first week and has garnered largely positive reactions on social media.