'Gratitude is the life blood of any meaningful relationship. I am grateful to Emraan for giving his best to us. But is his grateful to us?'
It is this very tweet that started it all for Emraan Hashmi, just when he was gearing up for the next leg of Raja Natwarlal promotion. With Mahesh Bhatt taking the media route and hitting hard on Emraan Hashmi's stand for picking up Raja Natwarlal promotion over Mr. X shoot, it seemed like a passing comment from him that would just die down.
However, with a week long war that is continuing on Twitter till today, it has only ended up diluting the whole 'issue' all the more.
The general belief is – 'This is all as a publicity stunt for Raja Natwarlal!'
There are good reasons behind that, the prime most one being the people involved. Bhatts have never been known to adopt a subtle approach when it comes to PR and marketing of their films. 'Jo dikhta hai, woh bikta hai' is what they have propagated for decades now and given their (good) equation with Emraan Hashmi, this one just comes out of the blue.
Hence, when Bhatt Sr. tweets – 'Charity begins at home. Emraan Hashmi can't 'steal' from Peter & gift it to Paul. He can't cancel MR X's shooting & do PR for Raja Natwarlal! – you know that the point has come well across that it is all about bringing both films of their family member and protégé into news.
More so as a normally quiet Emraan Hashmi too has taken on Twitter all of a sudden (he was a silent participant for last many years on social media) and is merrily posting away – 'Bhattsaab agli baar pls pick the phone and abuse me. Twitter ke wajah se Tamaasha ban gaya hai.'
Knowing Emraan, the man behind the keyboard is definitely not him. For someone who is known for his impeccable manners and a non-controversial stance on matters both personal and professional, this is just not his pen talking. Hence, when there are a flurry of Tweets from his account over this matter, the most hilarious one being – 'Having a tendency to constantly rant and solve personal issues on Twitter… Twitter happy :)', you know for sure that somewhere in Vishesh Films' office or Emraan Hashmi's living room, the men involved are smiling it all away on a cup of tea or a glass of wine.
'Hota hai, chalta hai, duniya hai' appears to be a clear mandate on line for Raja Natwarlal and even though Mahesh Bhatt may scream around loud – 'Don't fear the enemy that attacks you, but the fake friend that hugs you. Is Emraan 'Natwarlal' Hashmi listening?', the message is more for those who are waiting to catch the next con film of the 'Serial Kisser' instead of the subject in question.
Oh yeah, a not-so-subtle incorporate of 'Natwarlal' in the Tweet does its job just well to let the audience know about the film that Emraan Hashmi would be seen in next.
No wonder, subtlety is the last of the things in mind of those driving the promotion and marketing of the film as it has become all the more blatant with film's dialogues being posted on Twitter, when they carry a double meaning of a message being passed w.r.t. Emraan-Bhatt battle.
So when Emraan Hashmi says – 'Tarakki ke sadak pe kuch logon ke peeth main choora maarna hi padta hai. Ab kise maarna hai, kisse choddna hai. Asli Tarakki usse kehte hain', you indeed feel whether the thin line between real and reel life is being erased here with nothing left to imagination at all.
In fact there could well be a cry of 'All Is Well' in less than a month from now and both Mahesh Bhatt and Emraan Hashmi would be heard making statements on the lines of – 'There are no permanent enemies and friends in the industry. Everyone eventually comes back and since we are related by blood, in any case there wouldn't have been any other way out'.
Oh yes, of course, even as Bhatt's statement of 'Brand Emraan stands on the bedrock of Vishesh Films. We have huge emotional investment in him. He can run from this fact but not hide from it' is currently getting a counter-attacked, it is also complimented by 'Its funny how sometimes the people you'd take a bullet for, are the ones behind the trigger'.
Well Bhatt saab, good that all of this has managed to bring the film into news, and in a big way of course. Now if only the tweets would have come with the disclaimer of 'Advertisement', there would have been added authenticity indeed!
Remember, how the word 'Advt.' was missed out a couple of decades back when a leading afternoon newspaper had carried a front page story of 'Manisha Koirala murdered'. While it insisted that the 'murder' has taken place in 'broad daylight' at her residence and the 'post-mortem' too had 'revealed' that 'a heavy iron rod had been used for the gruesome murder', shocked readers got a clarification a day after that it was all publicity material for Manisha's upcoming movie with Mahesh Bhatt, Criminal.
Incidentally in the Nagarjuna starrer, Manisha Koirala was bludgeoned to death!
Tab janta ne maaf kar diya kyunki woh shuruaat thi. Kya iss baar junta maaf karegi? Well, if at all in the very first place they actually consider the whole Emraan Hashmi v/s Mahesh Bhatt fiasco to be true indeed!
Disclaimer: All tweets have been re-produced from Mahesh Bhatt and Emraan Hashmi's account as-is.