Top News

As an actor and as a filmmaker, Aamir Khan’s filmography has seen a gradual decline that fans cannot seem to ignore. The actor who used to deliver hit after hit is now producing movies that the audience is not paying so much attention to.

Films like 3 Idiots, PK, Taare Zameen Par, and more offered new concepts and brought about curiosity. However, that isn’t the case anymore and he knows it too. In fact, he isn’t afraid to admit that he went wrong somewhere.

© Aamir Khan Productions

Aamir Khan recently gave an interview with the Screen Academy. Aamir Khan admitted that as the trends were changing with time, he wasn’t able to keep up with them. Marketing strategies began changing with more and more influence of social media.

Glad to see #AamirKhan admitting in his LATEST interview EXACTLY what I had observed a few days ago.

He's confessing that he's TOTALLY out of sync with Marketing trends in the post-pandemic world & doesn't understand social media at all.

Realisation of the first step towards… https://t.co/tRkEwx1zAg pic.twitter.com/rk5X5a6XML

— Navneet Mundhra (@navneet_mundhra) May 17, 2026

“I just feel that things have changed so much over the years, you know, with especially with social media coming in, I'm someone who doesn't understand this world at all. I'm totally alien, you know, I don't belong to this world. So I don't know how, see, earlier marketing was much easier, I feel, because you had television channels that you knew people were, you know, watching TV, they were watching certain things and where people were collecting, that is where you go and you plant your marketing so that they can experience it. But today, it's very difficult to know where people are. You know, they're mostly on WhatsApp and very scattered, various Yeah, it's very scattered. A lot of social media platforms have. So, it's become much more challenging, according to me.”

He continued, “I remember when QSQT released, there was only Doordarshan, one channel in the entire country. And our marketing was we had four songs. And there used to be a program called Chhaya Geet, Chitrahaar, it was first, it started out as Chhaya Geet, then became Chitrahaar. So, at that time, they had opened that program for producers to book a song. So we had booked all the four songs, one on one Thursday, it used to come on Thursdays.”

He added, “So our marketing was done in four songs, four Thursdays. Because we knew the whole country has seen that song. Everybody watched Chhaya Geet. Now, it's up to the public whether they want to watch the film or not after, but they've experienced our marketing. In today's date, I don't know how many people have experienced my marketing. That only I'm not sure of.”

He concluded, “How many people have seen my ad? How many people have seen my entire ad? If you see it in 10 seconds, it counts. But actually, until you see the entire trailer, you haven't seen the trailer. So, in today's date, it's getting much, it's getting more and more complicated. And I feel I'm the last guy to ask about it because I'm like, totally zero in this. So I'm also trying to learn and understand how one does marketing in this new, fractured and very scattered audience.”

He concluded that when he began working on films like Qayamat Se Qayamat, things were much simpler and marketing simply meant to show songs to people with the assurance that they will see it. That doesn’t exist anymore with changing times.