How this Indian indie film is turning heads by using social media

Memes about middleaged detectives tongueincheek ldquocasting callsrdquo and short clips that feel like inside jokes between filmmaker and viewer mdash this is the content on Kaisi Yeh Pahelirsquos Instagram feedAn indie film usually makes its presence felt on the festival circuit or through word of mouth Kaisi Yeh Pahelirsquos writer and director Ananyabrata Chakravorty says ldquoIf a film is primarily made for the festival circuit it often struggles to connect with wider audiences Only the festival crowd ends up watching itrdquoItrsquos Catch22 as indie films often lack the budget of big productions to market the film the traditional way But Kaisi Yeh Paheli has made people laugh click and care before it even hits theatres thanks to its social media pushChakravorty says ldquoIf we make independent films that are also entertaining and want to connect with audiences then a social media campaign makes a lot of sense It aligns with that goal of reaching peoplerdquoPulkit Kochar and Ananyabrata ChakravortyThe dark comedy opens with a bizarre premise a lonely mother forced to solve a crime just so she can talk to her estranged son Chakravorty says ldquoThe idea came to me around 2016 I was thinking about oldage loneliness and my own inability to connect with my motherrdquoWhile the film made its rounds on the festival circuit having its world premiere at the NYIFF 2025 and was an Opening Film of Yellowstone Film Festival It also found an unlikely second home InstagramBehind the digital disruption is social media consultant and creator Pulkit Kochar whose work has helped the filmrsquos Instagram Reels gain up to ten lakh views Kocharrsquos strategy was simple treat the filmrsquos Instagram like a character in the movie The result is a page that feels more like a personality than a marketing tool each post crafted to reflect the filmrsquos sardonic selfaware tone ldquoPeople donrsquot want another film poster in their feedrdquo Kochar says ldquoThey want something they can share with a friendrdquoOf course marketing is a given but whatrsquos different here is that a consultant was hired especially for social media and was even named in the filmrsquos credits Kochar who first watched the film at a private screening through a friend recalls ldquoI saw the film and immediately loved it It was smart engaging It had heart When Nishu Dikshit the filmrsquos producer asked if I wanted to come on board it just made senserdquoThe sensibility has caught attention not just from audiences but also from filmmakers and marketers wondering if this might signal a shift Chakravorty points to recent examples like Dilli Dark and Stolen festival darlings that found wider audiences thanks to clever digital buzz ldquoThose are the kinds of films we need more ofrdquo he adds ldquoMovies that are independent in spirit but not alienating The kind you can show your parents or your college friendsrdquoStill for all the digital success Chakravorty knows that the real test lies ahead Kaisi Yeh Paheli opens in Indian theatres on November 28 and while the early reviews have been glowing he admits to a mix of excitement and anxietyldquoIrsquom confident about the filmrdquo he says ldquoBut you never really know how many people will show up at the theatrerdquoHe pauses then laughs softly ldquoIf the first three days go well if Friday to Sunday fills up even a little I know word of mouth will take over Thatrsquos what Irsquom hoping for The film just needs to find its peoplerdquo If the internet is anything to go by it already has