If you can believe it, it has been 20 years since Simran and Raj first fell in love and created Bollywood magic onscreen. Yes, Dilwale Dulhania Le Jayenge, affectionately known as DDLJ, released 20 years ago today. Starring Kajol and Shah Rukh Khan, the film, which is still playing to this day, has created many a Bollywood fan from the first notes of Tujhe Dekha…to the final at the very last minute happily ever after.
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.
Twitter India tweeted, “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.
“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,” said Anand Gurnani, VP – Digital, YRF.
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.
We have a special treat for you! Check out this 3 part video series that looks back at the making of the classic filmi romance and shows fans many never before seen footage from behind the scenes and interviews with Simran, Raj and more.
Happy 20th anniversary DDLJ and here’s to the next 20 years. Come fall in love all over again, we certainly did!