What was meant to be a celebratory evening in Hyderabad turned unexpectedly tense for Kantara: Chapter 1. At the Telugu pre-release event on Sunday, Rishab Shetty, who writes, directs and stars in the film, addressed the gathering entirely in Kannada. The move drew immediate criticism from sections of the Telugu audience, who felt slighted by the absence of even a few words in Telugu.

Clips from the Sunday night event, held at JRC Convention and graced by Jr NTR as chief guest, quickly went viral. Many pointed out that Shetty had spoken Hindi during Hindi promotions, Tamil at the Tamil event, and Kannada in his home state. In Hyderabad, however, he bypassed both Telugu and English.

“That was sheer arrogance from Rishab Shetty. He had no problem giving interviews in Hindi. He should’ve at least tried a few words in Telugu,” wrote one user, echoing a sentiment repeated across X. Another post read, “Disappointing to see #RishabShetty not even attempt a sentence in Telugu. The Telugu audience made the first part a huge pan-India hit, we deserve that basic respect.”

Adding fuel to the backlash is the controversy over ticket price hikes for the dubbed Telugu version. Some theatres are reportedly charging premiums comparable to the original Kannada release, prompting accusations of exploitation. “In the Telugu states, you’re expected to respect the people and speak Telugu at least when you want ticket hikes.” one user insisted.

It is a rare move from Telugu audiences, often considered more relaxed about linguistic matters than their neighbours, to react this strongly. Yet hashtags like #BoycottKantaraChapter1 trended through the night, with fans demanding either an apology or clarification from Shetty.

Whether this storm will affect the film’s box office remains doubtful. The original Kantara (2022) was a sensation in Telugu states, contributing significantly to its nationwide success. Trade analysts argue that if Chapter 1 carries the same mystic intensity and powerful word-of-mouth, the backlash may dissolve once audiences are back in theatres.

For now, however, Rishab Shetty and producers Hombale Films find themselves in the tricky position of having to repair ties with one of their strongest markets just days before the Dussehra release on October 2.