Shah Rukh has been most associated with the name 'Rahul' in cinema, playing Rahul Khanna in Johar's ‘Kuch Kuch Hota Hai’ and Rahul Raichand in ‘Kabhi Khushi Khabhie Gham’. The Raichands is a reference to the family, headed by Amitabh Bachchan, in ‘Kabhi Khushi Kabhie Gham’. Karan Johar was always catering to an elite mass, so I don't see any change here.," Prasad told PTI. The caste aspect has quite always been there, there is some friction in some movies where there is a top-down (conflict) like 'Kabhi Khushi Kabhie Gham', but it's not really central to it. "You look at all the Rahul Malhotras and the Raichands.
KUCH KUCH HOTA HAI VIDEO SONGS YOUTUBE PROFESSIONAL
The filmmaker's association with the ad led many to question whether it is not just another way to maintain the exclusivity of class in marriage.Īccording to advertising professional Abhijit Prasad, Bollywood has championed love but has rarely championed classless love and that's where Johar comes in. Johar could not be reached for a comment despite attempts. And this need is understood only by one company, a matrimonial website exclusively for alumni of top 10 to 15 colleges from all fields," the filmmaker says in the commercial. "If you are highly educated, you seek mental compatibility before age, caste, height. He then goes on to talk about the importance of choosing the right life partner, which he says is not easy, especially for highly educated people. (We live once, we die once and we also get married only once).” Johar, who has around 17 million followers on Twitter and 11.7 million followers on Instagram where he posted the ad on March 30, begins the ad with a play on a famous dialogue from "Kuch Kuch Hota Hai" - "Hum ek baar jeete hain, ek baar marte hain aur shaadi bhi ek hee baar karte hain.
"If anything, new forms of aspirations have deepened the ideas that are promoted in what Johar is saying: that one should choose relationships within the same class and that class is a very important aspect of one's identity," Srivastava told PTI over text.
What Johar is saying is in tune with general beliefs as elitism is not something that's looked down on by the general population, added sociologist Sanjay Srivastava. "The presence of something called IITIIMShaadi is perhaps the logical manifestation of a society that views education as an investment, marriage as a transaction and maintaining class and caste hegemony as the ultimate purpose of life," wrote one social media user. The ‘Kuch Kuch Hota Hai’ and ‘Kabhi Khushi Kabhie Gham’ director has been criticised for being an "elitist" and promoting a problematic idea in a country where religion, caste and class already play a dominant role in marriages. While Johar himself is silent, people have spoken out on social media and other platforms on the wisdom of being a brand ambassador for a site that is catered to such a specific audience. Karan Johar, whose films roll out stories of true “upper class” love fighting all odds, has turned real-life cupid with his endorsement of a matrimonial website primarily for those who have studied in IITs and IIMs.
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