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Ajey Flops As Manufactured Controversy Fails To Draw Audiences To Theatres
It is striking how quickly lack of marketing leads some producers to resort to manufactured controversy as a substitute for a coherent release strategy. Hindi feature film, ‘Ajey: The Untold Story of a Yogi’, a biopic of Uttar Pradesh chief minister Yogi Adityanath illustrates the risks of that shortcut. The film, directed by Ravindra Gautam with newcomer Anant Joshi in the lead, endured censor delays and repeated postponements, and was released with almost no pre‑release publicity: no sustained trailer campaign, limited social assets, negligible media buying and no visible on‑ground outreach. With no established star, director profile, or promotional momentum, the makers appear to have leaned on controversy to generate interest. Media reports and social chatter suggested that some groups opposed the film and that it faced restrictions in certain overseas markets; those narratives were amplified across news channels and digital platforms, creating a storm of attention that had little to do with the film’s craft or storytelling. By contrast, Jolly LLB 3 benefited from classic, disciplined marketing: franchise recognition, TV integrations, viral short‑form content and broad social amplification. The result was Jolly LLB 3 reported opening day collection of around Rs 13 crore, while Ajey managed barely Rs 20 lakh nationwide. That gulf underlines a simple truth: controversy is not a marketing plan. Manufactured outrage may produce headlines, but it rarely translates into sustained audience trust or ticket sales. The Ajey case serves as a cautionary tale for low‑budget and debut projects. Effective promotion need not be extravagant, but it must be strategic: clear positioning, targeted digital spend, festival and critic engagement, and grassroots visibility. When films are launched without those basics, manufactured controversy becomes an all‑too‑tempting, and usually ineffective, fallback. 

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Editor’s Note: Short Post Is Here To Stay…

Time, they say, flies—and how true that is. Here we are celebrating our 5th Anniversary. Five years ago, when Covid-19 was wreaking havoc across the globe, I took a leap of faith and launched Short Post, India’s first website for Authentic Gossip. That was on January 31, 2021. I was convinced there was a clear gap in the market for gossip that was credible, sharp, and impactful—especially if told in just 250 words.

In this, I was fortunate. Scores of senior editors across diverse verticals bought into the idea and, in the process, gave wings to my dream. Quite honestly, Short Post could not have crossed these milestones without the unflinching support of its contributing editors. Like all start-ups, we have seen our share of ups and downs, but these editors have stood by us like a rock. I take this opportunity to doff my hat to them.

Thanks to their commitment, we have published close to 5,000 stories spanning politics, business, entertainment, and sports. I say this with pride: we made our mark as people who matter read us. “Small packs, big impact” truly captures the essence of Short Post.

We all know that Covid-19 has reset businesses worldwide, and the media sector is no exception. In the post-Covid era, investors have become more cautious and selective—and advertisers too. To compound matters, the entry of AI has disrupted the media landscape in equal measure. So far, we have managed to hold our ground, hopeful that some angel investors will take a shine to us.

What gives me confidence is this: AI cannot smell news—especially the gossipy kind. In other words, AI cannot churn out Short Post-type stories, no matter the prompt. That puts us in a safe zone. As someone rightly said, “AI is a co-pilot, not a pilot.”