The producer of Mahakavya Shri Ramayan Katha has alleged that a coordinated "negative marketing" campaign damaged his film's theatrical run, hinting that the team behind Ranbir Kapoor's upcoming big-budget Ramayana may have been involved — while stopping short of a direct accusation.
Prakash Mahobiya, who made his debut as a producer with the mythological drama, made the claims in an interview with India Today. The film, which released in theatres on September 25, struggled at the box office and faced criticism over its casting and visual effects.
The allegation
Mahobiya claimed that negative comments about the film were circulated among YouTubers and influencers, discouraging audiences from giving it a chance. He said he had been told about paid "negative marketing opportunities" offered to digital creators.
"It was negative marketing throughout. We never got a chance to reach our audience. The ones who watched our film really enjoyed it. But if they never got to see it, how will they even have an opinion?" he said.
The caveat
When asked directly whether he was accusing the team behind Nitesh Tiwari's Ramayana — which stars Ranbir Kapoor as Lord Ram, Sai Pallavi as Sita and Yash as Raavan — of orchestrating the campaign, Mahobiya declined to make a firm accusation.
"From what we have been told, there are other movies on the same subject coming in, the big-budget film," he said. "They are spreading wrong information and asking people not to watch our film." Then, on the direct question, he added: "I don't know for sure, but that's what we are being told."
No response from the Ramayana team to these claims had been published at the time of writing, and no evidence has been presented linking the upcoming film's makers to any campaign against Mahakavya Shri Ramayan Katha.
Re-release planned
Mahobiya said he is now planning to bring the film back to cinemas, saying the first theatrical run did not give it enough time to find its audience.
Sources: Hindustan Times: Ramayana team behind Mahakavya's 'negative marketing'? Producer reacts | Times Now: Did Ramayana team do 'negative marketing' against Mahakavya?
Prakash Mahobiya, who made his debut as a producer with the mythological drama, made the claims in an interview with India Today. The film, which released in theatres on September 25, struggled at the box office and faced criticism over its casting and visual effects.
The allegation
Mahobiya claimed that negative comments about the film were circulated among YouTubers and influencers, discouraging audiences from giving it a chance. He said he had been told about paid "negative marketing opportunities" offered to digital creators.
"It was negative marketing throughout. We never got a chance to reach our audience. The ones who watched our film really enjoyed it. But if they never got to see it, how will they even have an opinion?" he said.
The caveat
When asked directly whether he was accusing the team behind Nitesh Tiwari's Ramayana — which stars Ranbir Kapoor as Lord Ram, Sai Pallavi as Sita and Yash as Raavan — of orchestrating the campaign, Mahobiya declined to make a firm accusation.
"From what we have been told, there are other movies on the same subject coming in, the big-budget film," he said. "They are spreading wrong information and asking people not to watch our film." Then, on the direct question, he added: "I don't know for sure, but that's what we are being told."
No response from the Ramayana team to these claims had been published at the time of writing, and no evidence has been presented linking the upcoming film's makers to any campaign against Mahakavya Shri Ramayan Katha.
Re-release planned
Mahobiya said he is now planning to bring the film back to cinemas, saying the first theatrical run did not give it enough time to find its audience.
Sources: Hindustan Times: Ramayana team behind Mahakavya's 'negative marketing'? Producer reacts | Times Now: Did Ramayana team do 'negative marketing' against Mahakavya?
