December 24, 2021
If you’re in Delhi, going dim this time of the year implies pulling out your dark calfskin coat, favorite match of thigh-high boots, and shaking that dim shade of lipstick you’ve been holding on to as Gollum did to his precious in Master of the Rings. But for celebrities – and sometimes brands – going dark has a whole other meaning. It implies ‘deleting’ your social media posts – ALL OF THEM – counting your show picture, and making fans ponder ‘what the fishnet stockings just happened!
WHAT IS GOING DARK?
Going dim could be a tool utilized by celebrities as much as it is utilized by brands – or when celebrities are advancing their claim brands. Deepika Padukone stunned everybody when she ‘deleted’ everything from her Instagram profile on December 31, 2020. She was gearing up to dispatch a 2.0 form of her brand. It could seem very counterproductive, I am cruel, how can one get more eyeballs by erasing their posts? Shouldn’t it be the other way round? Like, post more to seize eyeballs? But that’s fair it. Tapping right into the audience’s social media browsing habit, where hours are gone through looking over through the Instagram nourish or progressing to particular profiles to check out what they’ve posted, this sudden move makes a craze. Where did everything go? Why? – and hence the discussion begins.
Presently there are various ways of doing this. You either erase all posts, for real, which obviously could be a distant greater commitment than you’d guarantee your life partner, or you basically chronicle it, a highlight that Instagram offers. So you’re not deleting anything, basically hiding it from your supporters and other Insta users. Later, when the minute is right, you unarchive them. Deepika did exactly that with her wedding pictures – she filed them rather than erasing them and unarchived them, well, on Katrina Kaif and Vicky Kaushal’s wedding day, December 9, 2021. The optics of that, we’re not getting into. But, you get the drift.
In the distant West, going dim has been very the go-to special tactic. Most as of late, on May 4, 2021, Kylie Jenner erased all her posts ahead of the dispatch of a modern line of her signature excellence brand, Kylie Cosmetics. She, be that as it may, cleared out a ‘something is coming’ note, and so we knew what was coming. Not Winter, certainly.
WHEN IS IT Just A Gimmick OR Fair PLAIN Computerized DETOX? While going dull could be an effective instrument, it could appear like fair a trick, in which case, go back – no black – because you’ve misplaced the plot. And then are times when it is fair a digital detox, more often than not to fair cleanse yourself of the particularly scornful stuff that comes your way on social media. Remember the final year when both Alia Bhatt and Karan Johar had gone, well, not dull but certainly a shade of dark taking after the superfluous and ceaseless hate they received after Sushant Singh Rajput’s passing on June 14, 2020? At that point, the feedback Alia’s film Sadak 2 gotten, was in no way helpful but well over on the other side of being awful. Much afterward, when the tide retreated, she came back with back-to-back posts around playmate Ranbir Kapoor. Was this too a going dark-Esque methodology to draw our consideration to their cherished story? We shall never know.
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