Mahesh Bhatt has praised the actor-turned-producer for attempting to lure audiences in the multiplexes with the idea that the film is only for adults.
Bhatt told the IANS news agency: "I think it's Aamir's marketing gimmick. It's a forbidden fruit syndrome and not social concern that making him saying this."
He added that he had done similar things to publicise one of his own films, the Taxi Driver inspiredSadak in 1991.
Khan has repeatedly warned fans that Delhi Belly might be more daring than any other piece of new cinema.
Other figures in the industry have paid tribute to Khan's career recently, with Ram Gopal Varma recently praising him for making Indian cinema more challenging.
> Read Digital Spy's interview with Imran Khan, who plays Tashi Malhotra in Delhi Belly