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IC 814 Kandahar movie: How controversies are generated online for free publicity

Controversies over different Bollywood movies have become very common since the advent of social media especially X (formerly Twitter).

The ‘experts’ on Bollywood and the political brigade is always ready to stir a controversy regarding any movie for which name, depiction of a character or sometimes even a colour (Deepika Padukon’s bikini in Pathaan) could become a reason.

However common people in many cases believe that the controversies are true and get involved in them by commenting or putting a post on social media which is a success for the digital marketing teams working for promotion of the movies through these controversies.

Everyone must have seen multiple accounts on social media who have become ‘experts’ in movies, entertainment and specifically Bollywood. They post their opinions even before the release of a movie based on pre-launch trailer or even a song.

Not all but some of these social media accounts are paid by the PR teams of the movie directors or actors. With the large-scale following on social media, they are able to create a controversy and make their followers believe that the movie or a song is against their culture or values.

It is pertinent to mention that most of the controversies generated remained confined to the social media and are rarely taken to the court for a ban on the movie or a song. This however happens in other cases where there is a perceived danger of a societal norm being shaken due to the release of the movie.

Recently the series IC 814: The Kandahar Hijack created a controversy over names of two hijackers used in the movie. The names were actually the code name of the hijackers that were actually used during the real hijack. The controversy provided much needed attention despite the fact it was only a movie based on a true event but not completely based on facts of the event.

On the other hand who can forget the controversy over colour of Deepika Padukone’s bikini in Pathaan which caused many protest demonstration. It did not cause movie to become a flop but made it trend on Twitter for days.

Padmaavat was another movie which raked a storm especially in Rajasthan. It was based on a historical figure which was played by Deepika.

Ram Leela was another movie in which Deepika and Ranveer Singh acted. The movie became controversial for hurting the sentiments of a community.

It is important to note that most of the online controversies surround religion for maximum reactions from general public so that it becomes a trend.

Keep in mind, whenever there is a controversy next time try to find out from where it started. Try to understand the past of the people who initially reacted on the issue and political as well as known personalities who condemned the topic. It will become clear how a nexus is working for promotion of Bollywood movies.

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