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.
Yeh pyaar kaise hota hai? @iamsrk #Mohabbatein20 | #AdityaChopra
— Yash Raj Films (@yrf) October 27, 2020
SRK recreated this famous dialogue that was the highlight of the #Mohabbatein20 activity:
“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”
Pyaar aise hota hai…saying the lines once again after 20 yrs, still remember how in a small studio had recorded the same with Adi breathing down my neck & Yashji loving it. Sudden nostalgia. @yrf#Mohabbatein20 #AdityaChopra pic.twitter.com/Clf5GJMVXd
— Shah Rukh Khan (@iamsrk) October 27, 2020
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.”
Some love stories live forever…#Mohabbatein20 | #AdityaChopra https://t.co/FEBMgCdJhD pic.twitter.com/Jibeek8mVj
— Yash Raj Films (@yrf) October 27, 2020
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."
T 3702 - 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 | #AdityaChopra | @yrf pic.twitter.com/6O23l216qL
— Amitabh Bachchan (@SrBachchan) October 27, 2020
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.”
I remember doing the first scene with @SrBachchan and realised how short and small I am!!! https://t.co/mETxCdepLU
— Shah Rukh Khan (@iamsrk) October 27, 2020
Shah Rukh held an AskSRK session today on Twitter and one user asked him about the film’s behind-the-scenes moments. To this SRK replied humbly, “I remember doing the first scene with @SrBachchan and realised how short and small I am!!!”
(Source: Twitter/Agencies)
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