On Thursday, Variance Films, the distributor of the Indian film "RRR" in the United States, criticized Twitter for not allowing Telugu as an approved language for marketing on the platform.
As a result, the company claims that its "For Your Consideration" ads for "RRR" and its Oscar-nominated song "Naatu Naatu" have been blocked.
Variance tagged Twitter CEO Elon Musk and the support account in a tweet, stating that the company is unable to post a video encouraging Academy voters to select "RRR" for the Best Original Song Oscar, making it the first Indian production to earn a nomination in this category.
Despite the fact that Telugu is spoken by over 81 million people, it is not approved for ads, according to Variance.
"RRR," directed by S.S. Rajamouli, has gained a following in the U.S. and has introduced non-Indian moviegoers to the South Indian film industry, which produces Telugu films.
"Naatu Naatu," written by Chandrabose, is vying for the Best Original Song Oscar against popular American pop stars such as Lady Gaga and Rihanna.
However, Variance is now facing difficulties with its "For Your Consideration" campaign due to technical issues and criticism of Twitter's algorithm.
Musk allegedly ordered Twitter staff to modify the algorithm to prioritize his tweets over those of others after he was upset that President Joe Biden's tweets received more attention than his on Super Bowl Sunday.