Bhushan Kumar, the chairman and managing director of T-Series, issued an address on Twitter on Wednesday, calling on people to subscribe to the record label's YouTube channel.
"There's an Indian YouTube channel on the brink of becoming [the] world's number one. It's taken us a lot of effort to come this far," Kumar said. "Today, it belongs to you; it belongs to the entire nation," he continued.
"This is a historic moment for all of us, so let's come together and subscribe to T-Series YouTube channel and make India proud."
Needless to say, legions of Pewd's fanboys inundated Kumar's Twitter with "Subscribe to PewDiePie" calls, while the YouTube king himself was quick to declare that the T-Series boss was acting out of desperation.
PewDiePie's battle with T-Series for YouTube's top spot has seemingly acquired a much more significant importance than just a competition between two popular channels: many people believe that a T-Series victory (i.e. becoming the most-subscribed channel) would mean the victory of corporate money over content creators.
With this in mind, fans have gone to great lengths to secure the supremacy of their favourite vlogger, organising online flash mobs and even real-life parades.