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YRF & Twitter join hands for a digital campaign on 20th anniversary of ‘Mohabbatein’

Wednesday, 28 October 2020 (16:30 IST)
New Delhi: On the 20th anniversary for the Amitabh Bachchan Shahrukh Khan starrer ‘Mohabbatein’, Yash Raj Films, in association with Social networking site Twitter, has activated a digital campaign that will evoke pure nostalgia by recreating the memorable dialogues of the film for the Cine lovers.

For ‘Mohabbatein’, directed by Aditya Chopra and starring Amitabh Bachchan, Shah Rukh Khan and Aishwarya Rai Bachchan, Yashraj films has partnered with Twitter India to launch an audio Tweet in the film promotional space that recreates memorable dialogues by Amitabh Bachchan and Shahrukh Khan.

YRF is the first production house to do so.

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.

“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”, Mr Bachchan said.

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.

Talking about the initiative by Yashraj films, 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. We are thrilled to celebrate Mohabbatein’s 20th anniversary on Twitter and deliver immersive opportunities to the fans of the film.”

Released in 2000, ‘Mohabbatein’ also featured Amrish Puri, Uday Chopra, Jimmy Shergill, Kim Sharma and Preety Jhangiani in key roles. (UNI)

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