Varun Dhawan’s Social Media Masterclass: Engaging Audiences and Memes

In a fascinating insight into the world of film marketing and social media, Varun Dhawan revealed his unique approach to audience engagement during a recent event. Speaking at WWP Media's BREW 2026, the actor shared his experiences from the promotional campaigns of 'Badlapur' and 'Border 2', highlighting the power of unconventional tactics and internet culture.

During the session, Varun reminisced about his visit to a college in Delhi while promoting 'Badlapur'. He asked students to record and share his announcement of the film's release date on social media. This simple strategy, at a time when Instagram Stories were still emerging, resulted in a significant impact. With 3500 students sharing the content, the reach doubled, ensuring at least 7000 people were aware of the film's release.

The actor emphasized the importance of organic engagement and audience participation in film promotions, even before influencer campaigns became the norm. Varun also discussed the unexpected benefits of internet memes during 'Border 2' promotions. He admitted that being trolled for a viral meme ultimately contributed to the film's online visibility and music promotion.

Varun's social media presence during 'Border 2' was remarkable, with his Instagram blowing up with comments and reshares. He believes the trolling and nostalgia surrounding the meme led to increased exposure for the film and its songs. The production team even allowed the meme to be attached to the film's song, 'Ghar Kab Aaoge', resulting in free publicity and viral success.

The conversation highlighted the enduring power of authentic content in capturing audience attention, even amidst the vast online content available today.

On a professional note, Varun Dhawan is gearing up for his upcoming romantic comedy, 'Hai Jawani Toh Ishq Hona Hai', directed by David Dhawan. The film, starring Pooja Hegde and Mrunal Thakur, is set to release in theatres on June 5, 2026, promising a delightful cinematic experience.