Mid-Day Opinion: Zip it up, Bhumi. It’s done, bro

A still from the video clip posted by Bhumi Pednekkar on social media, reminding us of our culture. PIC/Instagram/@bhumisatishpednekkar

BHUMI, Bhumi, Bhumi… I want to know where you get your nerve from. How did you have the guts to upload this video that has the Internet up in arms? To me, the video is not problematic because she asks us not to use such language, and reminds us of our culture, and asks us to not use vile language while talking of the Prime Minister.

It's problematic because she has never spoken up before. About anything. It's problematic because she ignores the key problem. It's problematic because she had reduced the whole incident to a "bad language issue". It's because she suddenly has an issue with a 15-year-old and her language, but never had a problem with women being called "ran''s" every day on social media. It's problematic because she has been so busy peddling her expensive water from the Himalayas, that she has forgotten most people can't access her water. It's problematic because she got praise for being a relatable actor in her first movie Dum Laga Ke Haisha, and has then spent all her career trying to get thinner and thinner. Uff, Bhumi, what's happening?

This is not Bhumi's first slip - it seems she just can't seem to get it right. And the sad part is that most of it has nothing to do with her acting. Let's dissect it a bit.

She made her debut in Dum Laga Ke Haisha, where Indian audiences were happy to see representation of a larger woman. Then came Toilet: Ek Prem Katha, Sonchiriya, and Bhakshak. But then came The Royals (someone kill me), and Thank You for Coming (which was even worse than The Royals, if that's possible). But more than the shows, which were supposed to make Bhumi look more glamorous, we saw a woman who barely looked like her original self. And though we can never confirm the cosmetic surgery rumours, hers was a different face. And women who had looked up to her, were disappointed.

There are also rumours of her being a mean girl, being horrible to employees and people on set. But, who knows. Sometimes people talk smack about a person just because they don't like them.

But then, in 2025, Bhumi and her sister Samiksha launched Backbay, a premium natural mineral water brand. The price: 500 ml for around Rs 150, and 750 ml for Rs 200. Bhai, pani hai, sona nahin. She also said in an interview, that it was not meant for the masses, and that it was meant for the luxury market. But she also said that they launched the water because they wanted to make premium water "accessible". Say hello to tone deaf, and a bit confused, Bhumi.

So it's no wonder that when she put out her let's-be-respectful-guys video, social media went crazy, dropping the not-so-respectful comments below it. But why are we expecting so much of Bhumi? Why is she triggering us? Why do we care so much about a celebrity, who doesn't care about us?

I think at this point in time, in the post-NEET-protest India, we want our celebrities to be on our side. Bollywood has been questioned for not having an opinion, and many influencers and actors have lost followers and good faith for not taking a side. The least we want: Show solidarity. And tell us you have a spine. Not just on one issue, on many issues. Don't just sit there, make money, and then give nothing back to the masses that help you make that money.

Now there is a flip side. Do all artistes need to have public responsibility? Many have said no, artists entertain, and that their art is their activism. But then with the kind of influence they have, shouldn't they use it? When millions copy what they wear, buy, believe and vote for, their words can normalise attitudes or shift public opinion.

The last word: Bhumi, you shouldn't have made the video. If you had to say this, at this time, you shouldn't have said it. You should have stayed quiet and made a movie instead. Next time, please remember: put a pretty picture, and just stay quiet.

For the rest of us, as I always say, choose your heroes wisely.

See you next time.

Ranting and raving about all that's trending on social media, Aastha Atray Banan is an author, creator, podcaster, and the Editor of your favourite weekend read, Sunday mid-day. She posts at
@aasthaatray on Instagram.
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The views expressed in this column are the individual's and don't represent those of the paper.