Aditya Chopra’s blockbuster romantic film Mohabbatein, starring Amitabh Bachchan, Shah Rukh Khan and Aishwarya Rai Bachchan completes its 20th year today and to mark this special moment in Hindi cinema, Yash Raj Films has activated a digital campaign that will evoke pure nostalgia.
YRF is known for many never-done-before, unique digital and social-media-first innovations and for Mohabbatein, the company has partnered with Twitter India to launch an audio Tweet which hasn’t been officially engaged at this scale, in the film promotional space. Hence, YRF (through #Mohabbatein20 activity) is the first production house to do so.
A cult classic romance, Mohabbatein, was a rage among audiences for its beautiful love story and powerful dialogues that set up a clash between Amitabh Bachchan and Shah Rukh Khan – the former a non-believer in love and the latter, who considered love to be the purest thing that one can experience in life. The #Mohabbatein20 activity will evoke nostalgia as Shah Rukh Khan recreates the most romantic dialogue of Mohabbatein today, through this unique innovation.
Check it out:
“Ek ladki thi deewani si
Ek ladke pe woh marti thi
Nazrein jhuka ke, sharma ke
Galiyon se guzarti thi
Chori chori chupke chupke
Chithhiyan likha karti thi
Kuch kehna tha shaayad usko
Jaane kisse darti thi
Jab bhi milti thi mujhse
Mujhse pucha karti thi
Pyaar kaise hota hai?
Yeh pyaar kaise hota hai?
Aur main sirf yahi keh pata tha”
Anand Gurnani, Vice President – Digital & New Media, Yash Raj Films Pvt. Ltd. said, “Mohabbatein is fondly remembered for its stellar star cast, evocative writing and impactful dialogue delivery. We wanted to recreate a piece of this digitally, in some shape or form. The innovative audio-enabled Tweet seemed like the right experience to enchant our fans to relive their nostalgia on the occasion of the film’s 20th anniversary.”
Cheryl-Ann Couto, Partnerships Manager at Twitter India, said, "This year the demand for virtual experiences that replicate or enhance physical ones has accelerated. Twitter gives audiences the best seat in cinema to enjoy exclusive virtual content, which is brought to life on the service with custom emojis, watch-parties, interactions with one’s favourite talent, and much more. We are thrilled to celebrate Mohabbatein’s 20th anniversary on Twitter and deliver immersive opportunities to the fans of the film."
Amitabh Bachchan also participated in the Mohabbatein 20th anniversary promotions as he Tweeted his famous dialogue from the film and thanked audiences for their love for the film. He wrote, “Parampara, Pratishtha, Anushasan.. Mohabbatein is special for many reasons... 20 years of this beautiful love story, a roller coaster of emotions. Eternally grateful for all the love you continue to shower. #Mohabbatein20”