Kamal Haasan Unpacks 'Hey Ram's' Commercial Setback: The Unseen Impact of Shah Rukh Khan's Publicity

Kamal Haasan Unpacks 'Hey Ram's' Commercial Setback: The Unseen Impact of Shah Rukh Khan's Publicity

In the dynamic world of Indian cinema, where perception often dictates destiny, the recent revelations by veteran actor-filmmaker Kamal Haasan have sent ripples across the industry. During a candid and reflective interview on February 19, 2026, Haasan delved deep into the commercial struggles of his critically acclaimed 2000 directorial, Hey Ram. His most striking confession? The role played by Bollywood superstar Shah Rukh Khan, though a magnanimous gesture of friendship, became a double-edged sword due to what Haasan terms as 'misleading publicity.' This eye-opening discussion provides invaluable insights into the intricacies of film marketing, audience expectations, and the enduring legacy of an unconventional masterpiece. [1, 2]

The Genesis of a Masterpiece: Hey Ram's Vision and Ambition

Hey Ram, released in 2000, was no ordinary film. Written, directed, and starring Kamal Haasan, it was a daring bilingual historical crime drama that plunged into the tumultuous period of India's Partition and the assassination of Mahatma Gandhi. [1, 6] The film, simultaneously made in Tamil and Hindi, was Haasan's deeply personal and ambitious exploration of religious extremism, love, loss, and redemption. He has previously described it as his way of saying 'sorry to my Bapu' (Mahatma Gandhi), evolving from a critic to a profound admirer. [7]

The narrative follows Saket Ram (Kamal Haasan), an archaeologist whose life takes a drastic turn amidst communal violence, leading him to a path of radicalization and a plot against Gandhi, only to have a change of heart. Shah Rukh Khan, already a reigning superstar at the time, played the pivotal supporting role of Amjad Ali Khan, Saket Ram's close friend. [1, 8]

Shah Rukh Khan's Selfless Contribution: A Testament to Friendship and Artistry

One of the most widely acknowledged facts about Hey Ram is Shah Rukh Khan's incredible gesture of acting in the film without charging a single penny. Haasan has consistently praised Khan for his magnanimity, revealing that SRK considered it an honor and privilege to work with his mentor. [10] As a token of appreciation, Haasan famously gifted Khan a wristwatch as his remuneration. [3, 9] This act underscored a rare camaraderie and a shared passion for cinema, transcending commercial considerations. Shah Rukh Khan's involvement was a testament to his respect for Haasan's vision and his dedication to art over commerce. He later even acquired the Hindi remake rights of the film, further solidifying his bond with the project. [3, 12]

The Unforeseen Consequence: Misleading Publicity and Audience Disappointment

Despite critical acclaim and a powerful narrative, Hey Ram famously underperformed at the box office, pushing Kamal Haasan into what he candidly described as "financial soup." While various factors contribute to a film's commercial fate, Haasan, in his recent interview with Bollywood Hungama on February 19, 2026, pinpointed a specific, often overlooked reason: the film's publicity strategy, particularly in Mumbai. [1, 2]

"The publicity in Mumbai made them feel there was much more of Shah Rukh Khan in the film," Haasan stated, reflecting on the promotional activities. He elaborated that while SRK's role as Amjad was crucial to the plot, it was an extended cameo rather than a lead. "According to him [Haasan], this mismatch between expectation and reality left sections of the audience disappointed."

This discrepancy between promotional hype and actual screen time is a critical insight. For many viewers, especially in the Hindi-speaking belt, Shah Rukh Khan was the prime draw. When his screen presence didn't match the perceived prominence from the marketing, it led to a sense of being misled. This isn't a criticism of Khan's performance or his contribution, which Haasan holds in high regard. Rather, it highlights the delicate balance between leveraging star power for reach and accurately representing a film's content.

The Economics of Art: When Vision Meets the Box Office

Haasan's honest assessment of Hey Ram's commercial failure underscores the harsh realities of filmmaking, even for a stalwart like him. "I was in financial soup," he admitted, despite being one of India's highest-paid actors. He humorously recounted, "It was so edge-of-the-seat that audiences slipped out of their seats and out of the theatres." The film was a personal promise, an artistic endeavor that, unfortunately, did not translate into commercial success at the time of its release. [1, 2]

This incident provides a valuable case study in film economics:

• Star Power vs. Content Reality: While a superstar's presence undoubtedly generates initial interest and footfall, it can backfire if the marketing misrepresents the nature or extent of their role. Audiences, driven by star appeal, may feel cheated if their expectations aren't met, leading to negative word-of-mouth.
• Financial Risk of Artistic Ambition: Haasan's willingness to invest heavily in a non-commercial, thought-provoking film, even to his personal financial detriment, highlights the passion of true artistes. However, it also serves as a reminder of the financial tightrope walk involved in such projects.
• Marketing Ethics: The discussion brings to the forefront the ethical considerations in film publicity. Should marketing prioritize attracting the largest possible audience, even if it means slightly bending the truth about a star's role, or should it uphold artistic integrity and manage audience expectations more realistically?

The Evolving Landscape of Film Promotion

In today's digital age, the nuances of film promotion have become even more complex. Social media, influencer marketing, and targeted advertising offer unprecedented reach, but also intensify scrutiny. Audiences are savvier, and information spreads rapidly. A 'misleading publicity' campaign can be exposed and amplified almost instantly, causing irreparable damage to a film's prospects. This makes Haasan's 2000 experience remarkably prescient.

The trend today leans towards more transparent and authentic marketing, often involving behind-the-scenes glimpses and direct engagement from the creators, precisely to avoid such pitfalls. However, the temptation to capitalize on star power remains. The Hey Ram episode, as recounted by Haasan, serves as a timeless caution for marketers and filmmakers alike.

Hey Ram's Enduring Legacy and Re-evaluation

Despite its initial commercial failure, Hey Ram has garnered significant critical acclaim over the years and is now widely regarded as one of Kamal Haasan's most brilliant and important works. It received three National Film Awards and was India's official entry to the Oscars in 2000. [8] Its unflinching portrayal of historical events and its complex characters have resonated with new generations of viewers and critics, who recognize its artistic merit beyond its box office numbers. [6, 8]

Haasan himself acknowledges this shift in perception, noting that critics were kind to the film, even if audiences initially weren't. He humorously remarked that when people call it a great film now, it doesn't make much sense in the context of its initial rejection, comparing its fate to Guru Dutt's Kaagaz Ke Phool.

Conclusion: A Lesson in Marketing and Artistic Integrity

Kamal Haasan's recent reflections on Hey Ram and Shah Rukh Khan's publicity offer a profound lesson for the entertainment industry. It highlights the delicate tightrope walk between artistic vision, commercial viability, and audience perception. While star power is an undeniable asset, its deployment in marketing must be handled with nuance and integrity.

Shah Rukh Khan's generous spirit in taking on the role for no remuneration remains a benchmark of artistic collaboration. However, the subsequent promotional strategy, which Haasan suggests created exaggerated expectations, ultimately contributed to the film's commercial downfall. This saga serves as a timeless reminder that in cinema, as in life, managing expectations is paramount. For filmmakers, it emphasizes the importance of clear communication about a film's true essence, and for audiences, it's a call to look beyond superficial hype and appreciate a film for its inherent artistic value. As Hey Ram celebrates its 26th anniversary this year, Haasan's candid admission provides a fresh lens through which to appreciate its journey and the timeless debates it sparks about art, commerce, and ethics in cinema. [1, 2]

---

Sources

1. economictimes.com
2. indiatimes.com
3. indianexpress.com
4. indianexpress.com
5. idiva.com
6. quora.com
7. india.com
8. indiatimes.com

---

Featured image by Brett Jordan on Unsplash