No one knows how to promote their films more than Bollywood filmmakers. They don't care if its good publicity or bad publicity. They use everything at their disposal for their film promotions. They use many means like controversies, relationships, brands, press events, social media and what not.
Recently, the makers of 'Sadak 2' are making full use of Sanjay Dutt's illness. The trailer of 'Sadak 2' featuring Sanjay Dutt, Alia Bhatt and Aditya Roy Kapur was recently and it got a lot of negative feedback. The trailer is on its way to create the record for most dislikes for a video on Youtube. With that, the news of Sanjay Dutt's illness is going viral on the internet. It is true that Sanjay Dutt was admitted in the hospital and there are rumours about him suffering from cancer but they used this news at the right time to bring sympathy and erase negativity over 'Sadak 2'.
Strategies like this can only be applied in Bollywood and only they have the capacity to look for a chance of publicity even in the unthinkable circumstances.