Sudhir Kothari, a 36-year-old financial analyst and adviser in Chennai, India, has made preparations for a special celebratory event for the release of Bollywood star Shah Rukh Khan’s new film, “Dunki”. This event includes a five-kilogram choco-truffle cake, garlands, dhol (drum) players, T-shirts, badges, wristbands, and a 7.4-metre cutout of Khan at the Rohini Silver Screens theatre for the first day first show. Kothari, known as “The Only Fan SRK Follows” due to his book of the same title, is overseeing all arrangements for the event. He and other fans plan to celebrate with garlands, pouring milk over Khan’s cutout, fireworks, dancing, and posting videos with the hashtag #DunkiReview. They hope that Khan will acknowledge their celebration videos and are also organizing over 1,000 first day, first shows in 65 countries for Dunki’s release.
Khan’s two previous films, “Pathaan” and “Jawan”, were blockbuster hits, and he is hoping that “Dunki” will continue his successful streak at the box office. In his promotional efforts for the film, Khan has focused on aligning his films with the prevailing mood of the nation, controlling his brand narrative, and creating a personality-focused cult following similar to political campaign tactics. His interactions on social media and public appearances have been curated to present him as a humorous and humble celebrity, in line with his fans’ aspirations.
The film, “Dunki”, directed by Rajkumar Hirani, explores the theme of illegal migration from Punjab to the United Kingdom and is expected to appeal to both Indian and diaspora audiences. However, there is some controversy surrounding the director, and Khan’s strategic silence on the matter has prevented any disapproval from impacting the film’s promotion. Regardless of the outcome of “Dunki”, Khan’s efforts in bringing the film to the audience reflect a significant rebranding effort and strategic planning backed by a team including his wife, Gauri Khan.