Vijay's #Mersal was the top hashtag on Twitter in 2017. 

On a short visit to India, Matthew Derella, Twitter’s Vice President of Global Revenue and Operations, spoke about Twitter’s profitable phase, the shift to alternate revenue streams and the big promise that India holds for the company. 

"#Mersal was the Top #Hashtag from 2017 in India". One of the interesting trends we’re seeing in the rise of the South India cinema. In fact, #Mersal was the top hastag from 2017 in India.

There is a massive opportunity for us to do more in South India and be more regional. When you look at South India, you see a region and I see a continent.

I love that there are unique cultures and unique languages, and we’re looking to make locally relevant content to appeal to different parts of India."

Vijay's blockbuster film "Mersal" directed by Atlee hit the screens last year during Diwali. It was one of the hugely anticipated films last year. The expectations were high as it was the second collaboration of Vijay with Atlee following Theri success. Mersal songs were chartbuster hits, thanks to AR Rahman. 

The film had many reasons to trend on social media due to its huge buzz. However post the release it landed into controversy and became a hot topic of debate on social media. 

Some of the key factors that made #Mersal a trending hashtag

1. Vijay
2. Vijay – Atlee combo post Theri success
3. Mersal Diwali release
4. AR Rahman
5. Songs – Chartbuster hits
6. Mersal blockbuster hit
7. Controversies

Mersal was embroiled in controversy after the Tamil Nadu unit of the Bharatiya Janata Party (BJP) demanded the removal of certain dialogues which take a dig at the Goods and Services Tax (GST) and Digital India.

The film was also criticised for it's dialogue on temples. Senior BJP leader H Raja raked up religion issue saying the popular star is a Christian and his full name is C Vijay Joseph.