Gimmickry(noun)
Features or actions that they are not necessary or useful, and their only purpose is to attract attention or publicity.
Hindi meaning:मसख़रापन, नौटंकी
Synonyms: Contrivance, Ploy, Manoeuvre, Manipulation, Stratagem
Antonyms: Honesty, Candour, Frankness, Sincerity, Truthfulness
Example: Katie nonetheless expressed concern that filmmakers will begin substituting gimmickry for creativity.
Trick to remember: Mimicry gimmickry hoti hai. 
