Pakistani showbiz personalities Durefishan Saleem and Zara Noor Abbas have come forward in support of Hareem Farooq’s film Mango Jutt, raising concerns about alleged paid negativity surrounding the project. Both actresses urged audiences to judge the film on its own merits rather than allowing online criticism to shape their opinions.
The controversy has gained attention as questions emerge about a social media post claiming the film was losing cinema screens during its second week. Meanwhile, the actresses have criticised what they described as attempts to undermine a film’s hard work.
Durefishan Saleem Calls Paid Negativity Distasteful
Durefishan Saleem addressed the controversy through her Instagram Stories, describing paid negativity presented as genuine public opinion as “distasteful”. She acknowledged that viewers have every right to criticise a film. However, she drew a distinction between honest criticism and deliberate efforts to damage a project.
“You can criticize someone’s work without conspiring to bring it down,” she wrote.
Furthermore, Durefishan warned people who build their reputation by pulling others down, saying “what goes around comes around”. She also encouraged audiences to watch Mango Jutt and develop their own opinions about the film.
Her message highlighted the difference between expressing a genuine view and allegedly trying to influence public perception through paid campaigns. She urged viewers to assess the movie themselves instead of relying solely on online commentary.
Zara Noor Abbas Questions Attempts to Undermine the Film
Zara Noor Abbas also expressed disappointment over the alleged campaign against Mango Jutt. She questioned why anyone would attempt to undermine a film while simultaneously claiming that Pakistani cinema was struggling.
“This is so disappointing – undermining people’s hard work just so that you can tell people how Pakistani cinema ‘didn’t work’,” Zara wrote.
In addition, she praised Hareem Farooq for releasing the film outside the Eid or holiday season. Such periods often bring audiences to cinemas, making a film’s theatrical performance a subject of public discussion.
Zara highlighted the challenge of sustaining a theatrical run without the usual boost associated with holiday releases. Her comments focused on recognising the effort behind the production rather than dismissing its performance amid allegations of negative publicity.
What Triggered the Paid Negative PR Controversy?
The debate intensified after a screenshot of an alleged WhatsApp conversation circulated online. The exchange reportedly discussed a social media post claiming that Mango Jutt was losing cinema screens in its second week.
According to the screenshot, someone questioned whether the post had been paid for. The response was reportedly “Yes”, followed by another message referring to the payment or budget.
However, the circulating exchange alone does not independently establish who arranged the alleged payment or whether a coordinated campaign targeted the film. The controversy has nevertheless prompted questions about the role of paid online content in shaping public opinion about cinema releases.
Hameem Productions Raises Concerns Over Paid Publicity
A statement attributed to Hameem Productions also criticised the alleged use of paid negative publicity against Mango Jutt. The production company described the practice as unethical and raised concerns about its possible effects on Pakistan’s film industry.
The dispute has placed renewed attention on how audiences receive information about local films, particularly when social media posts discuss their commercial performance. While criticism remains a normal part of filmmaking, the allegations have raised questions about whether paid content can blur the line between genuine audience feedback and promotional tactics.
For now, Durefishan Saleem and Zara Noor Abbas have urged viewers to give Mango Jutt a fair assessment. Their statements have brought the debate beyond the film itself, highlighting concerns about online criticism, creative work and public trust in Pakistan’s entertainment industry.
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