The first Bollywood release of 2019 has kept the josh extremely high ever since it hit the screens. Aditya Dhar’s Uri: The Surgical Strike is getting a roaring response from every quarter of life. If the film is galloping towards the Rs 200-crore mark at the box office, popular catchphrase ‘How’s the josh’ from the film has gone viral.
Two days after a video of Defence Minister Nirmala Sitharaman echoing a famous line from the film, “How’s the josh?” broke the internet, Amul has given its own twist to the popular catchphrase.
The ad shows Vicky Kaushal holding a gun in one hand and a bread in the other.
The doodle says “Makhan ka josh”, asking people to “raid the fridge”.
Vicky Kaushal, who headlines the war drama, took to Instagram to share Amul’s new ad and called it “an utterly butterly honour.”
Keeping up with the latest trends, PM Narendra Modi, too, earlier asked his audience at the inaugural event of the National Museum of Indian Cinema, “How’s the josh?” His question was met with an applause with many replying “High sir.” The “Josh” fever also caught up with Goa Chief Minister Manohar Parrikar who addressed a crowd at the inauguration of of the 5.1 km-long Mandovi bridge ‘Atal Setu’ in Panaji on Sunday.
Based on the surgical strikes carried out by the Indian Army on seven terrorist launchpads across the Line of Control on September 29, 2016, in retaliation to a terrorist attack on an army camp at Uri earlier that month, the film has turned out to be a winner at the box office.
The film, which also stars Yami Gautam and Paresh Rawal, hit the screens on January 11.
