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Jaa Shivaay Kar De Vinaash: Ajay Devgn puts KJo and his Ae Dil.. in Mushkil?

Moments after rival film Ae Dil Hai Mushkil's teaser came out, Devgn’s social media machinery posted the Jaa Shivaay Kar De Vinaash line which went viral.

Mayur Lookhar

This Diwali there will be destruction. That’s a promise made by Ajay Devgn’s Shivaay, which releases this Diwali on 28 October, 2016. And there won’t be destruction in the film alone. It looks like Devgn intends to destroy anything that comes in the way of his action thriller, Shivaay. 

At the moment the biggest obstacle standing in Devgn’s way is Karan Johar’s romantic drama Ae Dil Hai Mushkil that will clash with Shivaay this Diwali. The media has already been salivating at this box-office battle which promises plenty of fireworks. 

Devgn had received an overwhelming response to his Shivaay trailer which was full of spine chilling action. Back then, it was widely feared that Johar’s Ae Dil Hai Mushkil will not be able to withstand the onslaught of Shivaay. There were even reports of Devgn’s wife Kajol severing her friendly ties with Johar. 

Fast forward to today, and Johar must be grinning ear to ear with the initial positive feedback to the teaser of Ae Dil Hai Muskhil. Romantic films are the very essence of Hindi cinema, and by that measure, ADHM promises to be one memorable romantic saga. 

Shortly after the #ADHMTeaser started trending, Devgn’s marketing machinery swung into action just reminding Johar and co as to what awaits them. 

Out came the Jaa Shivaay Kar De Vinaash (Shivaay go and destroy) warning. The message is pretty loud and clear. A well thought out social media strategy that was clearly aimed at countering the response to Ae Dil Hai Mushkil teaser.

Devgn is not averse to box-office clashes having had an ugly tussle with Yash Raj films in 2012 when his film Son of Sardaar clashed with Shah Rukh Khan’s Jab Tak Hai Jaan. Devgn had then accused YRF of unfair conduct by hogging more screens. Both films crossed the Rs100 crore barrier but given their cost of production, the collections were largely disappointing.

The Shivaay actor and director, who usually is pretty reticent, has sent the message loud and clear to Johar that he’s in no mood to budge even an inch this time.

The Jaa Shivaay Kar De Vinaash tag is perhaps just the beginning of a spicy battle. Johar’s Ae Dil Hai Mushkil is a tale of one-side love and heartbreak, but the pained heart will not prevent Johar from trading creative punches. Shivaay vs Ae Dil Hai Mushkil, this battle has just begun. Keep watching this space for more.