The upcoming movie Tere Ishk Mein, featuring Dhanush and Kriti Sanon, has become a topic of social media discussions – not entirely an enviable one. The film’s marketing and promotions, which have been put out by T-Series from its X (earlier known as Twitter) handle, have been met with mixed reactions by netizens who have branded the promotion as “cringe” and “a fad.”
The post, what is called an official apology statement, claimed in jest that the combination of Dhanush and Kriti sent fans into a “phase of heightened emotional activity”; it went on to speak about sleepless nights, rewatching teasers, and even “the urge to text your ex”, thus signing off with the witty coda: “Please direct any further grievances to your therapist or your playlist.”
Appreciated by some fans for its light-heartedness and creativity, others criticized the attempt for being over the top, lame, and forced.
Sarcastic comments flooded the comment section in no time. One user wrote, “It’s a trend. I’ve seen Dharma and Pinkvilla doing the same – very cringy.” Another went on to say, “Cringe sells. Congrats on buying it and helping it achieve its purpose.”
Other users remarked that these ludicrous ‘apology-style’ posts have become a strategy employed by brands and production houses attempting to go viral. Another comment jokingly theorized that Tere Ishk Mein might follow the Saiyaara template of fake audiences over-acting to emotional scenes merely for promotional buzz.
Despite the name-calling, excitement remains high for the film’s music by A.R. Rahman. Fans of the song “Uss Se Kehna” called it soulful and catchy.
Whatever the opinions regarding the marketing gimmick may be, Tere Ishk Mein has surely succeeded in one aspect – creating buzz and getting everyone talking.
The most heartfelt apology you’ll read today. #TereIshkMein#TereIshkMein in cinemas 28th November in Hindi, Tamil & Telugu.@dhanushkraja @kritisanon @arrahman @aanandlrai #BhushanKumar #HimanshuSharma #KrishanKumar @colouryellow_in @AAFilmsIndia pic.twitter.com/SHHIBILy1l
— T-Series (@TSeries) November 7, 2025
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