Ghost Trolling: The New Menace in Bollywood

The online hate directed at Alia Bhatt has reignited the debate over whether the industry’s biggest stars are being targeted by organised smear campaigns rather than genuine public criticism.

The backlash intensified around her recent public appearances and the release of Alpha, with social media flooded by memes, abuse and personal attacks. While criticism comes with stardom, many in the industry believe the scale and persistence of the trolling point to something far more coordinated.

Her Love & War director, Sanjay Leela Bhansali, dismisses the negativity. “She must not pay attention to conspiracy theories and just focus on her work, at which she is fantastic. Let the dogs bark.”

Filmmaker Vikram Bhatt goes a step further. “A significant portion of the online backlash against her is driven by paid, bot-fuelled smear campaigns rather than genuine audience criticism. Anyone can buy a thousand negative comments for one lakh rupees on social media. Industry rivals are intentionally financing this anti-Alia campaign.”

Veteran actor Anupam Kher also believes the trend is dangerous. “There is undoubtedly a smear campaign against some stars, Alia Bhatt and Varun Dhawan now and Sushant Singh Rajput earlier. The negativity took Sushant’s life. I hope no actor in future gets so severely affected by these ugly smears.”

Even Mahesh Bhatt has defended his daughter. “It isn’t her fault that she is my daughter. Ranbir or Alia are not where they are because they are star children. Their talent brought them here.” Filmmaker Ram Gopal Varma is equally baffled. “If people don’t like Alpha, why is Alia being blamed? She didn’t direct or produce the film. She’s only an actor in it, and she has done her job well.” He believes public perception has changed dramatically. “There was a time when nothing she did seemed to go wrong. Now nothing she does seems to go right. It’s the same Alia.”

Who Is Behind the Hate?

Insiders believe anonymous troll networks are fuelling hate against select celebrities. The triggers range from nepotism to fan wars. While genuine criticism exists, many industry veterans say round-the-clock abuse often appears too coordinated to be entirely organic. Few actors have been trolled as relentlessly as Arjun Kapoor. Whether it is a film release, a public appearance or his sister’s recent wedding celebrations, he is routinely mocked. His father Boney Kapoor says, “Whether it is Arjun, Janhvi or Khushi, my children are always being trolled by these faceless people. What pleasure do they get in constantly ridiculing some stars? I call them anonymous terrorists. We don’t know what their purpose is or why they choose to be so mean.”

Success, then the storm

Despite the success of Dhurandhar, Ranveer Singh found himself at the receiving end of relentless hate. Many in the industry argued that the Farhan Akhtar controversy was a contractual dispute that could not be pinned on the lead actor alone, yet Ranveer became the face of the backlash. The trolling intensified again after the Kantara-inspired deity controversy, turning him into another high-profile target of sustained abuse.

ALSO IN THE FIRING LINE

Kiara Advani: Faced backlash after bold scenes from Toxic became meme fodder.

Sonam Kapoor: Criticised for getting emotional at a fashion show honouring Rohit Bal, with trolls calling it “overacting”.

Bhumi Pednekar: Targeted over her recent public appearances, fashion choices and attitude.

Ananya Panday: Continues to face trolling over nepotism and acting, most recently for her Bharatanatyam-inspired dance sequence in Chand Mera Dil.

Akshay Kumar: Frequently trolled over old endorsements, resurfaced interviews and recent box office setbacks.

HIGHLIGHT

Anupam Kher: “There is undoubtedly a smear campaign against some stars. The negativity took Sushant Singh Rajput’s life.”

Vikram Bhatt “Anyone can buy a thousand negative comments for one lakh rupees on social media.”

Boney Kapoor “I call them anonymous terrorists. Who are they? What pleasure do they get in constantly ridiculing some stars?”