Case study · Film release campaign
Dhurandhar
Until its release on 6 December, Dhurandhar had little organic buzz. The online conversation was about a controversial clip involving the lead actor, not the film, and the backlash left it caught between audiences on both sides. Credtech's job was to move the conversation from the controversy to the content.
The challenge
Four acts before opening night
292 posts across Facebook, X, YouTube and Instagram generated 5.73 crore views. Facebook carried most of it, 4.59 crore from 119 posts, led by GK Update (10M views, 199K likes) and Anmol Suvichar (4.9M views). X added 83 lakh views from 135 posts, and YouTube creators including Satya Sanatan (2.14M subscribers), The Jaipur Dialogues (2.12M) and Ajeet Bharti (754K) covered the film.
Zero buzz till release
The film was invisible until the Saturday it opened.
Viral clip triggers outrage
A clip of the lead actor took over the internet.
Core audience feels betrayed
Calls to boycott the film spread.
Branded jingoistic
Others labelled it, leaving the movie with no clear audience.
Objectives
- Shift discourse from controversy to content
- Neutralise viral negativity with counter-narratives
- Rebuild credibility with core viewers through clarification and context
- Break up the echo chambers steering the online narrative
- Force organic chatter through high-volume amplification
- Reframe the film beyond ideological labels
- Turn outrage visibility into measurable engagement
Platform overview
292 posts, 5.73 crore views
A 3D model of the campaign: drag to turn it. Bar height is views, drawn to one scale.
| Platform | Total posts | Total views |
|---|---|---|
| 119 | 4.59 Crore | |
| 135 | 83 Lakh | |
| YouTube | 26 | 14 Lakh |
| Instagram (additional) | 12 | 17 Lakh |
| Total | 292 | 5.73 Crore |
Best performers
The posts that moved the numbers
The six best performing Facebook posts, rebuilt with their captions and figures. Point at the ring to stop it.
Action, dialogue, acting: all on point
#Dhurandhar
Shows patriotism and India's strength well
#Dhurandhar
Films like this should be made
#Dhurandhar
The most spectacular film of the year
#Dhurandhar
Action, dialogue, acting: all on point
#Dhurandhar
Dhurandhar: a film that strikes fear into the enemy's heart
#Dhurandhar
Top performers
Who moved the numbers
The best performing Facebook pages named in the report, ranked by views or reach as the report gives them, and the YouTube creators who covered the film, ranked by subscribers.
FacebookFacebook pages
- GK Update10M views199K likes
- Anmol Suvichar4.9M views96.6K likes
- Shabd Sagar1.7M reach26.2K likes
- The Chaupal1.6M reach30.9K likes
- Shirdi wale Sai Baba1.4M reach23.6K likes
- I Support Narendra Modi1.4M reach18.5K likes
CreatorYouTube creators
- Satya Sanatan2.14M subscribers@satyasanatanofficial
- The Jaipur Dialogues2.12M subscribers@THEJAIPURDIALOGUES
- Ajeet Bharti754K subscribers@AjeetBharti
YouTube, X and Instagram
Creators who covered the film
Satya Sanatan
@satyasanatanofficial2.14Msubscribers · 720K views on the top reviewThe Jaipur Dialogues
@THEJAIPURDIALOGUES2.12MsubscribersAjeet Bharti
@AjeetBharti754Ksubscribers · 327K views on the top reviewReputation
The challenge
Until its release on 6 December, the film had minimal organic buzz or promotional traction. The dominant conversation online was not about the film's content or story but about a controversial clip involving the lead actor, which drew widespread backlash.
- Almost no buzz before release: the film was invisible until the Saturday it opened
- A viral clip triggered outrage online
- Nationalist audiences felt betrayed and called for a boycott
- Others branded it jingoistic, leaving the film without a clear audience
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