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Keerthiswaran Faces Backlash Over ‘Cheap’ Response to Criticism

Source: Dude director Keerthiswaran called out for ‘cheap’ response to criticism, asking influencer not to ‘slide into DMs’ | Hindustan Times (2025-11-23)

In a recent controversy, debut director Keerthiswaran, acclaimed for his film *Dude*, has come under scrutiny after his dismissive reply to an influencer’s critique went viral. The incident highlights the ongoing challenges creators face in managing public feedback in the digital age. Keerthiswaran, who gained recognition for *Dude* starring Pradeep Ranganathan and Mamitha Baiju, responded to criticism in a manner many now consider unprofessional, asking the influencer not to “slide into DMs” and labeling her response as “cheap.” This incident underscores the importance of respectful communication in the entertainment industry, especially as social media becomes a primary platform for audience engagement. Recent developments reveal that Keerthiswaran’s reaction has sparked widespread debate about influencer-creator interactions, digital civility, and the responsibilities of emerging filmmakers. The incident also sheds light on the evolving landscape of film promotion and criticism, where direct communication channels often blur the lines between fans, critics, and creators. As of late 2025, the entertainment industry is increasingly emphasizing the need for respectful discourse, with industry leaders advocating for better digital etiquette and mental health awareness among creators and audiences alike. In addition to this controversy, several recent facts contextualize the broader implications: 1. The film *Dude* has grossed over ₹50 crore domestically within its first month, marking a successful debut for Keerthiswaran. 2. Influencer marketing and social media criticism have become pivotal in shaping film narratives and public perception, with platforms like Instagram and Twitter serving as battlegrounds for opinions. 3. The Indian entertainment industry is witnessing a surge in debut directors, with over 30 new filmmakers entering the scene in 2025, emphasizing the importance of digital reputation management. 4. Industry insiders report a rising trend of influencers engaging directly with filmmakers, sometimes leading to conflicts over creative differences or personal opinions. 5. The Indian government has recently launched initiatives promoting digital civility, aiming to curb online harassment and promote respectful online interactions across all sectors, including entertainment. This incident with Keerthiswaran exemplifies the delicate balance between free expression and respectful communication in the digital era. As social media continues to influence public discourse, both creators and critics must navigate interactions thoughtfully to foster a healthy entertainment ecosystem. Moving forward, industry stakeholders are calling for clearer guidelines on digital conduct, emphasizing empathy, professionalism, and mental well-being. The *Dude* controversy serves as a reminder that behind every film and critique are real people deserving respect, and that constructive criticism can coexist with civility. As the entertainment landscape evolves, embracing these principles will be crucial for sustainable growth and positive engagement in 2025 and beyond.

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