A social media hit: Sui Dhaaga goes online to get people to the theatres

The film’s actress Anushka Sharma became a popular meme soon after the trailer’s release

Dubai: An Indian film seems to be ruling social media before its release, and not all of the attention it is receiving was planned.

Sui Dhaaga, which literally translates to needle and thread, is a story of a small town couple in India who start their own garment factory and discover self-reliance.

The first time the film went viral was accidental – its trailer was released on August 13, and actress Anushka Sharma became an instant meme for various expressions, particularly one where she smiles in excitement, her hand raised.

Even though the expression was shown for a fraction of a second, social media users could not get over its intensity and went ahead to Photoshop her face onto iconic images like the Mona Lisa or making it Meghan Markle’s face as Prince Harry lifts the veil.

It was also used in various ‘that-moment-when’ style posts.

@Zoomfatak shared the meme and wrote: “When the question paper is so easy that you get emotional while asking for an extra answer paper.”

@iam_anush commented: “When you are on a local bus and somebody offers you a seat.”

Ansuhka Sharma took all the jokes in her stride, calling it a huge compliment in an interview with Indian newspaper The Deccan Chronicle.

In more planned promotions for the film, the actors took to social media and challenged Bollywood stars from to thread needles in the #SuiDhaagaChallenge. From Shah Rukh Khan choosing to thread a massive needle to Anil Kapoor miserably failing to find the needle’s hook, the challenge made the movie one of the top trends in India.

The social impact of the film was also felt as the stars requested social media users to share their stories of entrepreneurial pursuits. #OurSuiDhaagaStory was used by various tweeps to talk about their struggles and successes.

@crazyvaruniac_ wrote: “My parents started this business together 10 years ago and they both work together here. When they are home, there are only discussions about the shop and it is fun to watch! They are now working towards transforming this place into a cafe! Sharing their #OurSuiDhaagaStory on their behalf.”

@Its_Bhagyashree shared her experience, writing: “@mshrekc is an engineer and I am an architect. Settling in Mumbai and setting up my office was a big challenge for me. He helped me thoroughly and he even came to my work sites for measurements. Today he manages my account and clients whenever possible. It’s a great help”

Whether planned or accidental, the film’s promotions have relied thoroughly on social media. Regardless of how it fares in the theatres, it’s been one of the most meme-worthy releases so far.

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