Reclaiming Bollywood, Shah Rukh Khan style

To ensure success of his latest film Dunki, Khan has copied strategies used by the BJP in its election campaigns.

Sudhir Kothari, 36, a financial analyst and adviser based in the southern Indian city of Chennai, has ordered a special five-kilogramme (11-pound) choco-truffle cake, garlands and booked dhol (drum) players. The T-shirts, badges and wristbands that he had ordered arrived in time and Rohini Silver Screens theatre has allowed him to erect a 7.4-metre (25-foot) cutout of Bollywood star Shah Rukh Khan for the special 9am “First Day, First Show” of Dunki, Khan’s new film that releases worldwide on Thursday.

A diehard “SKRian”, as Khan’s fans call themselves, Kothari told Al Jazeera that in 2013, three to four days after “SRK sir started following me, I turned my personal Twitter account into a fan club.” Today his handle, SRKChennaiFC, has 167,600 followers.

Kothari, who prefers the appellation “The Only Fan SRK Follows” to his own name, and has written a book of the same title, was busy until late Wednesday evening overseeing the arrangements at the theatre, booked for SRK fans after submitting a support letter from SRK’s production team. After garlanding and pouring milk over Khan’s cutout, they will light fireworks and dance.

Inside the 550-seater theatre, too, they will dance, cut the cake and post videos on their handles with rapturous adjectives and hashtags like #DunkiReview, meant to tickle the interest of prospective ticket buyers.

In all likelihood, Khan, who has 43.9 million followers on X and follows 74 people, of whom five are fan accounts, will acknowledge the celebration videos with a sweet thanks and #Dunki.