Aamir Khan has opened up about the changing landscape of film marketing in the age of social media, admitting that he still finds it difficult to understand modern-day promotional strategies. Speaking during a recent interaction with Screen, the actor reflected on how marketing films was much simpler during the release of Qayamat Se Qayamat Tak and compared it to today’s fragmented digital ecosystem.

Aamir Khan admits he is ‘totally zero’ at social media marketing; recalls how Qayamat Se Qayamat Tak songs on Doordarshan promoted the film

Talking about the impact of social media and changing audience habits, Aamir Khan said, “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.”

The actor went on to recall how the team of QSQT strategically used Doordarshan’s music programming to market the film before its release. “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.”

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

Explaining how effective the strategy was at the time, Aamir 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.”

The actor also questioned the way digital views and ad metrics are currently calculated. “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 stated.

On the work front, Aamir Khan recently produced Ek Din starring his son Junaid Khan alongside Sai Pallavi. Despite generating curiosity among audiences, the film reportedly failed to create the expected impact at the box office.

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