Emraan Hashmi’s 'Awarapan 2' composer Amaal Mallik claims 'paid PR' attack from fans, is it a promotion strategy?

Highlights:

Bollywood composer and singer Amaal Mallik is pushing back against criticism surrounding his latest song Yeh Awarapan from the upcoming film Awarapan 2, featuring Imraan Hashmi along with Arijit Singh as the singer. The composer claims the track is being targeted by a coordinated "paid PR" campaign allegedly launched by rival elements in the film industry.

In a statement shared on social media, Amaal thanked fans for supporting the song and said that music needs time to find its place with audiences.

"Thank you for such a brilliant response to a melody that's the closest to my heart. Every song needs time to breathe, be taken into the system, and then reach and live in the heart of the audience," he wrote.

Amaal then alleged that some people within the industry were trying to create negative publicity around the song and the movie.

"There is a huge paid PR being run by rival elements of the film industry that don't want the film or soundtrack to do well. My answer to all of them is simple: ‘Please save your funds for your next films; who knows what happens tomorrow? You may waste all your money to attack my song and my movie, but if you don't save some of it, you won't be able to save your own films," he said.

The composer did not name anyone behind the alleged campaign.

The controversy also comes as Yeh Awarapan faces comparisons with the music of the original 2007 film Awarapan, which developed a loyal fan base among Bollywood music lovers. Songs from the first movie, including Toh Phir Aao, Tera Mera Rishta, and Maula Maula, remain popular years later.

Responding to those comparisons, Amaal said the original soundtrack itself included adapted songs. He pointed out that tracks such as Toh Phir Aao, Tera Mera Rishta, and Maula Maula were recreated from licensed independent songs by artists Mustafa Zahid and Rafaqat Ali Khan, while Mahiya was adapted from Annie's work.

"Anyway, comparison is the killer of all happiness. We can't do what Mustafa Zahid did, and we don't even wish to touch his legacy and spoil it," he added.

Amaal also said that public support matters more than online criticism or box office-style numbers.

"People who have never received the love of the audience are the ones who fear paid PR. I have been placed in the hearts of people by the public. Everyone is chasing numbers these days, but they will eventually come around. The musician, the song, the effort, and those people will never come back again. Be kind. If you can feel the pain in #YehAwarapan, don't worry about anything else, dear listeners. Go heal your heart.”

Yeh Awarapan is sung by Arijit Singh, written by Rashmi Virag, and composed by Amaal Mallik. The song features Bollywood actors Emraan Hashmi and Disha Patani.

The track is part of the promotional campaign for Awarapan 2, the sequel to the 2007 cult film. The movie is scheduled to release in theaters on August 14.

For U.S. audiences discovering Bollywood beyond mainstream hits, the controversy highlights how music remains a major part of Indian cinema culture, where songs often carry the emotional identity and legacy of a film long before its release.