On social media, Kannada actor Kiccha Sudeep created a controversy about Hindi vs. other languages. The first person to respond to his statement was Ajay Devgn. Since then, a number of celebrities have expressed their thoughts on the subject. Ayushmann Khurrana gave his two cents on the subject in an interview. The Vicky Donor (2012) actor strongly expressed his opinions on the issue.
Following the Twitter argument between Kichcha Sudeep and Ajay Devgn, things got worse when Mahesh Babu said that Bollywood couldn't afford him. Ayushmann Khurrana, in response to the Bollywood vs. South dispute said, "I would say that the South films know its market very well. They know the pulse of the public. It is just a matter of coincidence that at this time our films are not able to pull public to theatres. Now, Bhool Bhulaiyaa 2 has worked. Somewhere the film has connected with the audience. I agree that there is a mistake in the semantics of commercial cinema."
"Sometimes our films are more intelligent or they get a little too massy. We need to find a midway between the two. Here it is just a question of audience connection. No one is seeing if it is a Hindi film or a Tamil or Telugu film, if you like the story, you will see it. Now, people are liking Bhool Bhulaiyaa 2," said the 37-year-old actor.