The makers of films, generally promote their films by talking about their content. During their interactions with media, the makers talk about the characters, roles, music, sets, inspiration, and story. Only when they don't have powerful stories or content, do they promote their films in other ways.
It seems Bollywood bereft of strong content is promoting the films through rumors. Most of the time, just before the release of the film, rumors trigger about the relationship and affair between the lead pair. Now a similar thing is happening with Adi Purush. Though the film is a mythological film and Om Raut is working hard to highlight the valor of Lord Ram in Ramayan casting Kriti Sanon and Saif Ali Khan as Seetha and Ravan, the makers or media are talking more about the relationship and affair between Prabhas and Kriti Sanon much to the shock of all.
Even during Brahmastra promotions, while in North, the media and makers concentrated mostly on Alia Bhatt and Ranbir Kapoor and their love affair, marriage, etc, only down south Rajamouli promoted the film on content. Aamir Khan's Laal Singh Chaddha and Akshay Kumar's Raksha Bandhan were promoted around controversy rather than on the film content. Even Vijay Devarakonda's Liger was promoted in a similar manner. This is in stark contrast to how the films are promoted mostly on content down South.