Emphasising on wearing floral attire and even promoting her business line during the movie’s promotions could somehow be tolerated, but the fact that Lively made little to no effort to talk about the film's serious themes rubbed many the wrong way. While it remains to be seen whether the actor will recover from this ordeal, it is certainly a lesson for movie stars to be more mindful during media campaigns.
And speaking of lessons, Bollywood too has seen its fair share of tone-deaf promotions, with stars back home setting cringe-worthy examples of the risks of misaligned promotional strategies in serious films:
1. Deepika Padukone ’s acid attack makeup challenge for Chhapaak
This incident had to be at the top of our list. As the star of Chhapaak, a film about the real-life struggles of an acid attack survivor, Deepika’s decision to promote the movie with an acid attack "makeup challenge" on TikTok was widely condemned. Critics felt it trivialised the trauma faced by victims of such attacks.2. Shahid Kapoor and Kiara Advani promoting Kabir Singh
The protagonist Kabir Singh was hardly a stellar example of manhood. And despite the film’s success, the movie was criticised for glorifying toxic masculinity and abusive behaviour. But Shahid and Kiara’s promotional efforts often sidestepped these critical conversations, focusing instead on the film's romantic aspects, drawing ire for downplaying its problematic themes. It is worth noting that director Sandeep Reddy Vanga said the following when Anupama Chopra asked him about the violence depicted in the film: “'If you can't touch your woman, wherever you want, and if you can't slap, you can't kiss, you can't use cuss words. I don't see the emotion there.”
3. Salman Khan ’s rape comment during Sultan
While promoting Sultan, Salman Khan faced backlash for comparing his grueling training regimen to feeling like a "raped woman." His tone-deaf comment caused outrage, highlighting the insensitivity often shown by stars when discussing serious issues. In fact, his co-star in the film, Anushka Sharma, also went on to call his comment insensitive.4. Kareena Kapoor and Sonam Kapoor on feminism during Veere Di Wedding
When asked if she was a feminist, Kareena Kapoor said she wasn’t and that she believed in equality (???). Sonam responded to this with a supportive “woohoo!” (???). Veere Di Wedding was, by no means, a serious film. But the lead actors’ lack of understanding on what feminism is led to criticism from fans who felt the stars misunderstood and misrepresented the movement, especially given the film’s supposed feminist messaging.5. Alia Bhatt promoting Gangubai Kathiawadi on Instagram
Alia Bhatt’s promotional reels featuring child influencers mimicking her iconic scenes from Gangubai Kathiawadi were seen as inappropriate. Critics argued that encouraging children to enact scenes depicting an adult's traumatic life undermined the film's more serious undertones.6. Nitesh Tiwari’s holocaust reference during Bawaal
The director of Bawaal, Nitesh Tiwari, faced backlash for making insensitive references to the Holocaust during the movie's promotions. The comparison of a love story to one of history's most tragic genocides was seen as distasteful and out of place.7. Ranbir Kapoor and Bobby Deol promoting Animal
Another of Sandeep Reddy Vanga’s controversial films, Animal delves into violent and darker themes. However, Ranbir Kapoor and Bobby Deol's casual promotional strategies failed to address the film’s more serious and potentially triggering content, sparking concerns about glamorising violence without a critical conversation. Rashmika Mandana, thankfully, remained mostly silent.8. Priyanka Chopra and Nick Jonas’ Holi promotion for The White Tiger
While promoting The White Tiger, Priyanka Chopra and Nick Jonas posted photos of them celebrating Holi. The timing of this promotion, during the COVID-19 pandemic when many were restricted from celebrating due to health protocols, was seen as insensitive, especially since it involved large gatherings.9. Kangana Ranaut’s Tweets during Thalaivii
During the promotions of Thalaivii, a biopic on former Tamil Nadu Chief Minister Jayalalithaa, Kangana Ranaut sparked controversies with political and inflammatory tweets. While the film focused on Jayalalithaa’s legacy, her promotional tactics often shifted the conversation to unrelated political discourse, detracting from the film's message.These instances highlight how even well-intentioned promotions can backfire when celebrities fail to align their messaging with the gravity of the subject matter. Just as Lively's It Ends With Us promotion ignited debate about