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The release of Sooryavanshi (2021) on OTT after its theatrical run saw a massive spike in digital viewership. However, the real game-changer was Phone Bhoot (2022). A horror-comedy that leaned heavily into self-deprecating humor, Phone Bhoot became a cult favorite on streaming. In this film, Kaif allowed herself to be the punchline—lampooning her own image, her dancing skills, and her dialogue delivery. Popular media analysts noted that this was a strategic move: by mocking the narrative around her, she disarmed critics.

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