In 2022, when a semi-famous influencer takes a misogynistic pot-shot at one of Bollywood’s biggest female stars, it doesn’t come as much surprise to know that he joins the long list of those to be ‘cancelled’ by public outrage. Yes, reams have been written about the ongoing spat between Deepika Padukone and Freddy Birdy, but what’s caught people’s eye isn’t so much his questionable opinion about what women should wear, but rather a minute-by-minute play-out of an adult man having a very public meltdown on the Internet. For those who’ve yet to catch up, Birdy is still ranting about being called out by the actor and, in a bid to salvage his reputation, had also made his Instagram profile private. But Birdy isn’t the only victim of ‘cancel culture’. From FabIndia to Tanishq, major brands have faced the wrath of the Internet’s self-proclaimed watchdogs about perceived slights or injustices, having to go to great lengths to salvage their reputation and standing with their customer bases. And, given the inherently democratic nature of social media, cancelling can be a powerful tool used by any disgruntled individual to get back at a former friend, professional acquaintance or romantic partner. 

When personal is social

“When I decided to part ways with my ex, he deleted his social media account and expected me to do the same, in an act of mourning. But, as a struggling singer, I knew how important a tool social media was in connecting with my audience. So, despite my grief, I continued to put on a brave front and keep updating my feeds. It didn’t take long for him to notice and then start calling me out for being a ‘hypocrite’.