DOST KE LIYE DUBSMASH KARERGA!

That seems to be Bollywood’s current mantra, as stars promote each others’ films with fun videos

Competition seems to have taken a backseat in Bollywood with A- list actors using the newest marketing tool — Dubsmash — to promote not just theirs, but fellow actors’ films too.

In recent videos online, actors Amitabh Bachchan and Anushka Sharma can be seen mouthing the dialogues from Sanjay Leela Bhansali’s upcoming film Bajirao Mastani, starring Ranveer Singh, Deepika Padukone and Priyanka Chopra. Not too long ago, the team of Dilwale — Shah Rukh Khan, Kajol, Varun Dhawan and Kriti Sanon — danced to the lead song of Salman Khan’s Prem Ratan Dhan Payo, and Salman and his co-stars reciprocated by dancing to Tujhe Dekha To Yeh Jana Sanam from the 1995 hit Dilwale Dulhania Le Jayenge. Earlier too, just before actor Priyanka Chopra’s American show Quantico came on air, many actors such as Sonakshi Sinha and Ranveer made Dusbsmash videos to promote it.

Trade analyst Atul Mohan says that such gestures strengthen relationships in the industry. “This helps you understand that the film fraternity is like one big family. Also, it is very beneficial for the project because it adds more star power to it,” he says. Actors say that the concept of competition in the film industry has changed over the years. “We are not the competitive kind, who are out there to out-do each other. We are all comfortable sharing space. We respect and enjoy each other’s work as well. There is competition, but enough work too. So it’s not like we are all trying for the same role,” says actor Arjun Kapoor.

Trade analyst Komal Nahta adds that social media platforms have helped publicise actors’ support to each other’s projects, but it was always there. “Earlier, actors would just call up one another and say that they loved the trailer or the song. Now, they put it up on social media, where everyone can read,” he says.

The team of Dilwale dance to the title track of Prem Ratan Dhan Payo (PRDP) Clockwise: Sonakshi Sinha promotes Priyanka Chopra’s Quantico ; Anushka Sharma mouths a dialogue from Bajirao Mastani ; Ali Zafar made a video to promote Dil Dhadakne Do; The...