For those who were surprised with Mahesh Bhatt's rant against is nephew Emraan Hashmi on Twitter last week, it is in most likelihood a strategy to promote Raja Natwarlal.

On August 11, Mahesh Bhatt wrote on Twitter, "Gratitude is the life blood of any meaningful relationship. I am grateful to Emraan for giving his best to us. But is he grateful to us? Brand Emraan stands on the bedrock of Vishesh Films. We have a huge emotional investment in him. He can run from this fact, but not hide from it."

One of Bhatt's other tweets read, "Heard: Don't fear the enemy that attacks you, but the fake friend that hugs you. Is Emraan 'Natwarlal' listening?" He then tweeted, "Heard: It's funny how sometimes the people you'd take a bullet for, are the ones behind the trigger."

Retorting in the same vein, Emraan,tweeted, "Having a tendency to shoot a firearm before adequately identifying the target... Trigger happy. Having a tendency to constantly rant and solve personal issues on Twitter .. Twitter happy :)"

He then twetted, "Bhattsaab agli baar pls pick the phone and abuse me. Twitter ke wajah se Tamaasha ban gaya hai. Have contacted Oxford dictionary to add 'Twitter happy' after our family feud on Twitter."

Well the feud started with Emraan Hashmi deciding to allot 10 days to promote his film, Raja Natwarlal which didn't go down well with Bhatts. They reportedly wanted to wrap up their film, Mr. X, with him.

Responding to the report Mahesh Bhatt told a leading tabloid, "He did inform me about this change in plans but he still caught me off-guard. Without taking away from his efforts, I have to say that I am the architect of Brand Emraan. We are his parent company and deserve his loyalty more than anyone else."

Emraan on the other hand had his own version to claim innocence.