Ae Dil Hai Mushkil v/s Shivaay – Grey of influencer marketing in light again

Ae Dil Hai Mushkil v/s Shivaay

Bollywood has been battling their way through the box-office for longer than we can remember and as we get cozier with Twitter, now these wars have moved to the virtual world. Twitteratis have grabbed enough popcorn as they yet again become spectators of some social-war between two upcoming, Karan Johar’s Ae Dil Hai Mushkil and Ajay Devgn starrer Shivaay.

Let us break it down for readers at bay from Twitter, both these movies are a part of the rat-race for their release where they have blocked the Diwali slot on October 28. As the teaser and trailer of these movies hit the digital world, Twitteratis obviously could barely hold themselves from tweeting about it.

Since its teaser release on August 30, Ae Dil Hai Mushkil was trending negatively ever since with #AeDilHaiBombayVelvet and #JaaShivaayKarDeVinaash, while the next day witnessed a dirty trend against Johar, #DirtyGameByKaranJohar which claimed that the celebrity film-maker had bought influencers on the medium to tweet in favor of the movie which is quite legit as far as influencer marketing in today’s digital age is concerned.

Some users went ahead to attach screenshots supposedly from Johar’s Dharma Productions which suggested on how tweets could be put out. As we looked minutely, these tweets were indicating influencers to tweet against Ae Dil Hai Mushkil and not in favor of it.

Stepping amongst this drama, Devgn, the leading actor and director of Shivaay shared an audio clip of a conversation through his Twitter handle, between his business associate, Kumar Mangat and the infamous celebrity, Kamaal R Khan, which was presumably paid by Dharma Productions to post negative comments about his movie while promoting Johar’s upcoming.

The actor who created the cinematic treasure Deshdrohi, currently has 1.26M followers on Twitter and is well-known for his absurd tweets and amusing movie reviews. Twitteratis too actively participated in this spat basing their opinions on biases as we’re still under wraps for the real story.

As far as both these A-grade films are concerned, on YouTube the official trailer of Shivaay boasts of 17,468,035 views since its release three weeks ago, while with 10,467,669 views just in three days, Ae Dil Hau Mushkil seems to be ahead socially.

Movie marketing on social media in contemporary time is vital and somewhere drives the opening of the film moreover a lack of buzz could prove negatively for the film’s fate. But as we’ve learnt from this industry, any publicity is good publicity. This fight that ticked off even before nearing the box office, will be something to witness in the near future. Till then, all eyes on Twitter.


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