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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 Noticed By People Who Matter

Four years have zipped by and we are crossing another milestone on 31st January 2025 – it’s our 4th Anniversary. It feels good.
Looking back at the 1460 days, I must say Short Post has made its mark with people who matter via 4000 stories published in the areas of politics, business, entertainment and sports. All made possible by the unflinching commitment and dedication of our senior editors, most of whom have been part of this journey from Day One.
Small pack, big impact is in essence the story of Short Post which was launched at the height of the Covid-19 pandemic in 2021. It shows our conviction. In all humility, I can say, we have created a new niche in the news segment space like Hindustan Unilever which created a new segment, when it launched CloseUp Gel.
Yes, we have created a brand (in a limited sense), created demand (readers) and created supply (senior journalists). But we are facing teething problems like all start-ups. What makes us happy and confident is the recognition of our efforts. For instance, we have an arrangement with the OPEN Magazine, part of the $4.5 billion Kolkata-based Sanjiv Goenka-RPG Group. This arrangement sees around 10 Short Post stories posted on OPEN Magazine website every week. This arrangement is testimony that our content has been well received! Also, I may add that the Maharashtra government has recognised Short Post and has allowed our senior editor to cover the Assembly sessions. Ditto: Odisha.
Our goal is to ensure that Short Post becomes a habit. I would like people to keep checking their smartphones to know the latest Authentic Gossip. As regards AI and the fear of it disrupting all businesses including media. On that, personally, I have no such fear as I am confident AI cannot smell news particularly Authentic Gossip. That’s the place we are well entrenched.