Understanding the social media phenomenon of Diljit Dosanjh

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“Can somebody translate this, please?”

Within the first week of December, a big a part of India Twitter requested this of their timelines as they retweeted actor-singer Diljit Dosanjh’s Punjabi tweets transliterated in English.

Dosanjh, an affable artiste with nary an issue to his identify, had jumped right into a Twitter joust with actor Kangana Ranaut.

He slammed Ranaut for a now-deleted tweet on the micro-microblogging platform the place she had allegedly misidentified an aged Sikh farmer collaborating within the farmers’ protest towards the brand new agricultural invoice because the Shaheen Bagh activist Bilkis Bano. Ranaut had additional alleged that the aged farmer was collaborating within the protest for a paltry sum of Rs 100.

Acha Te DIL Ch rehan Walian Maava Nu Tu 100 100 rs Wali das di an..Tere sarey Daa Pech Jaanda Mai..Bharat tere… https://t.co/BV6ojQvgrS

— DILJIT DOSANJH (@diljitdosanjh) 1607002705000

The 2 exchanged verbal blows for the subsequent three weeks throughout which a number of celebrities from the Punjabi leisure trade took to Twitter to prop Dosanjh, whereas common Twitterati chimed in with translations of his witty Punjabi tweets for the uninitiated.
Dosanjh finally disengaged with the actor on Twitter, however the episode inadvertently expanded his current social media clout past the Hindi-and-Punjabi-speaking neighborhood on the web.

On December 7, Dosanjh’s Twitter account racked up roughly 17% week-on-week development in follower rely in comparison with the common 1% development fee, as per estimates from influencer information analytics agency Qoruz.

For a similar interval, actor Ranaut’s Twitter account recorded a 5% week-on-week follower development, as per information from Qoruz. Since she actively began tweeting solely in August this 12 months, there may be inadequate information to establish her account’s common week-on-week follower development fee.

Nevertheless, Ranaut’s comparatively new Twitter presence in comparison with Dosanjh’s makes their follower development from that week all of the extra fascinating. New movie star customers are likely to have a better development fee than current fashionable customers throughout social media platforms.

A comparability of their search phrases’ curiosity scores between December 1 and December 7 on Google Developments for India reveals that Dosanjh garnered a median curiosity rating of 39 as towards Ranaut’s 30.

ETtech

“As a model, Diljit has been capable of lengthen his base of familiarity and added a brand new dimension to his persona,” says Keerat Grewal, companion at Ormax Media, a celeb and leisure content material monitoring consultancy. Grewal stated that those that adopted him put up the Twitter spat will not be basically followers of his films and music; they adopted him for he took a stand.

He didn’t take a political stance. He took a stance towards faux information, she provides.

“I believe I clicked the comply with button as a result of the way in which he went concerning the alternate was fascinating in an odd method. Like, ‘I’m not placing you down girl, I am being the higher particular person right here’ vibe,” says Subha J Rao from Mangalore.

That she didn’t perceive Punjabi was not a deterrent for Rao, an leisure journalist overlaying Kannada and Tamil cinema. “[It was] even higher as a result of he in all probability tweets greatest within the language of his coronary heart. And it helped, too, as a result of the goal of her assault have been Punjabi farmers. It received us all to shortly collect the total import of what he stated,” Rao provides.

But, there’s a shock issue connected to his latest Twitter exercise, say individuals near him.

“Diljit is a impartial particular person on-line, he doesn’t take sides. However this was a singular scenario,” says an individual who has intently labored with Dosanjh however doesn’t want to be named.

“In Punjabi tradition, persons are taught to respect their elders. Aged girls, even when they’re strangers, are addressed as “bebe” or “maata” — phrases of endearment for motherly figures — and never as “aunty”. Somebody insulting an aged girl from the neighborhood angered lots of people and it should have triggered him as nicely,” this particular person provides.

The Repercussions

Whereas Dosanjh acquired loads of love from the Twitterati for his stand towards Ranaut’s allegedly deceptive rhetoric, he was additionally trolled by pro-Kangana Twitter, a few of whom stated the transfer might have an effect on his profession.

Within the quick time period, manufacturers might not wish to have interaction with him to keep away from controversies, says Grewal.

Dosanjh is a model ambassador for the likes of Coca-Cola, Flipkart, Maggi, and boAt, amongst others. Most of them didn’t wish to touch upon “his private views on social media”.

His supervisor didn’t reply to a request for an interview with him.

There may very well be repercussions, however had he not spoken up, he would have risked shedding respect within the Punjabi neighborhood right here and the world over that has made him so large, says his affiliate quoted above.

“There’s a lot anger round this challenge that Punjabi artiste Jassie Gill, who starred reverse Kangana within the film Panga, was trolled on social media for not talking up towards her actions.”

In the meantime, we hear {that a} bunch of Punjabi artistes are planning to reference your complete Twitter incident of their upcoming songs.

The opposite social aspect

The Twitter battle shouldn’t be the primary occasion the place Dosanjh has made new followers for one thing apart from his music or his films.

Earlier this 12 months, he additionally gained reputation on social media for his earthy and entertaining imperfect-cooking movies on Instagram.

Amongst different issues, veteran chef Sanjeev Kapoor had tweeted then that his mom completely loved watching these movies throughout the preliminary months of the lockdown in India.

Angad Manchanda, CEO of advert company Chimp&Z, says that Dosanjh’s Instagram following grew three folds because of the culinary movies and led many individuals into choosing up the ladle on the time.

For Bengaluru-based Vaidehi Murthy (@ButVai) it’s his replies on American celeb Kylie Jenner’s posts. “Regardless that I do not perceive Punjabi, I can handle to guess the gist from its proximity to Hindi. His replies are humorous and seem real,” says the content material skilled.

Murthy feels there is a sure authenticity about him that works for him on social media.

However that hasn’t at all times been the case.

Two years in the past, when an outdated video of him falling on-stage throughout a efficiency resurfaced on the web, Dosanjh was massively trolled.

For the second although, a piece of the web is buzzing with the one-liners popularised by the Punjabi artiste on social media by way of the course of this 12 months.

There’s “I would like my spoon” from his experiments with meals. And extra just lately, “Desh tere kalli da ni” (The nation shouldn’t be yours alone) from his Twitter spat with Ranaut.

Mid-year, Dosanjh launched a music album titled ‘G.O.A.T’ alluding to being the best of all time. Later in an interview with movie critic Anupama Chopra, he admitted he isn’t, actually, the “best of all time” and that the album title was a advertising name.

Put up the Twitter chapter, although, many say he has proved he’s worthy of the title.

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