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Keerthiswaran Claps Back at Critics: A New Era of Filmmaker-Influencer Dynamics

Source: Dude director Keerthiswaran called out for ‘cheap’ response to criticism, asking influencer not to ‘slide into DMs’ | Hindustan Times (2025-11-22)

In a recent controversy, debut director Keerthiswaran, known for his acclaimed film *Dude*, faced backlash over his dismissive response to an influencer’s critique. The influencer shared a screenshot of her conversation with Keerthiswaran, highlighting his unprofessional warning not to “slide into DMs” after she voiced her honest opinion about the film. This incident underscores the evolving relationship between filmmakers and social media influencers, emphasizing the importance of respectful communication in the digital age. Since the release of *Dude*, Keerthiswaran has been praised for his storytelling and fresh perspective in Tamil cinema, with the film earning positive reviews for its engaging narrative and performances. However, the recent incident reveals a growing tension in the industry regarding how creators handle criticism in the age of social media. Influencers now wield significant influence over public perception, and their interactions with filmmakers can impact reputations and future collaborations. Recent facts that add context include: 1. The film *Dude* was released in late 2024 and quickly gained popularity for its relatable themes and youthful energy, grossing over ₹50 crore domestically within the first month. 2. Keerthiswaran’s response to criticism has sparked a broader debate about professionalism and humility among new filmmakers in India, especially in the digital era. 3. Influencers in India have increasingly become key stakeholders in film promotion, with many collaborating with filmmakers for marketing campaigns, making respectful engagement crucial. 4. The incident has prompted industry insiders to call for clearer guidelines on social media conduct for creators and celebrities, emphasizing the importance of constructive dialogue. 5. Experts suggest that this controversy could influence how future filmmakers and influencers interact, potentially leading to more formalized communication protocols to prevent misunderstandings. This incident highlights the delicate balance between creative expression and digital etiquette, especially as social media continues to shape the entertainment industry. As the landscape evolves, both filmmakers and influencers must prioritize respectful, transparent communication to foster a healthy, collaborative environment. The Keerthiswaran controversy serves as a reminder that professionalism online is just as vital as on set, and that handling criticism with grace can enhance a creator’s reputation rather than diminish it. Moving forward, industry stakeholders are encouraged to develop best practices for digital interactions, ensuring that criticism becomes a tool for growth rather than a source of conflict.

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