There are certain romantic movies that have the same appeal years down the line. Every time you watch it, you feel like you want to squish it and “aww” at how adorable it is. These are the movies that we call “classics.” Yash Raj’s “Diwale Dulhania Le Jayenge” (DDLJ) starring Shahrukh Khan and Kajol is exactly such a film The movie redefined Bollywood romances and has been endlessly referenced in popular culture by successive generations of cine-goers ever since it was released.
DDLJ, the longest running film in Indian cinema completed 20 years of uninterrupted run on 20th October, 2015. To make this celebratory in the digital space, YRF had teamed up with Twitter to customize @DDLJ handle by putting animated floating balloons on the handle to mark DDLJ’s 20th anniversary. A visually extraordinary treat for all the fans and a first of its kind as far as movie integrations go.
Quote from Twitter India Team:
“Today is a special day for Twitter India, as the excitement around the all-time Bollywood favourite, Dilwale Dulhania Le Jayenge (@DDLJ) completing 20 years is unravelling on the platform. Twitter is providing the perfect showcase to this special moment with Tweets from Shah Rukh Khan (@iamsrk), a Tweet Storm on ‘DDLJ in 20 Tweets’, and Tweets from fans from all over the world reminiscing about their favourite dialogues, scenes and movie moments that are fueling interesting conversations.”
A special literary feat also lit up the Twitterverse. As an ode to the 20 years celebration, the epic sage of love was Retold in 20 Tweets. Twitter was abuzz with this activity and conversations through the day.
Quote from Anand Gurnani, VP – Digital, Yash Raj Films:
“Times have clearly changed. We’re catering to the 21st century attention span and Twitter-fiction is something we wanted to gratify our fans with on this special occasion.”
A film like DDLJ warms hearts even today. Fans have kept the film running in Maratha Mandir for 20 years, making it the longest running film of Indian cinema. It’s a gentle reminder that DDLJ has made you feel all the feels since 1995. Happy 20th anniversary, DDLJ and here’s to the next 20 years.