The website allows users to follow the current trends in Bollywood and give information to users, something Farhan Akhtar realised could be a strength when he was promoting ‘Fukrey’, which was from his production house.

Farhan Akhtar said ”With social media becoming such a strong presence, everyone posts reviews online. This site is an interactive platform where you get audience analysis and feedback. People will not just get access to all the material about a film, but also about what other people are feeling.

Farhan Akhtar and Ritesh Sidhwani both were seen wearing black T-shirts with the name of the website written on it.