The #ReplaceMovieNameWithSmile hashtag was launched on June 23, 2012 and trended on Twitter in India. It received over 1,330 tweets, reached over 1 million impressions, and was retweeted over 100 times. The hashtag trended #4 in Mumbai at 3pm and #1 across India at 3:30pm. The goal of the hashtag was to create engagement with followers and spread smiles.