Infamy is the new virality

Once upon a scroll, the influencers we knew made headlines for collaborations, creative content, and well-filtered brunches. Today, however, the new fuel for virality is not relatability or even talent, it’s controversy. Call it digital drama or an outrage economy, but in India’s creator ecosystem, it seems that the fastest route to fame is paved with public backlash. As strange as it sounds, in 2025, getting ‘cancelled’ might just be the best way to get noticed.

Take Apoorva Mukhija, better known to her four million plus followers as ‘The Rebel Kid.’ Until recently, she was just another digital storyteller navigating the ever-crowded influencer landscape. Known for her sharp tongue, vulnerable monologues, and ‘no-filter’ aesthetic, Apoorva had built a steady community. But nothing catapulted her into national headlines like her ill-fated appearance on comedian Samay Raina’s once-popular YouTube show India’s Got Latent.

After a brief disappearance, post the backlash, both Samay and Apoorva made striking comebacks with quirky advertisements and even a reality show. Samay was also seen alongside Aamir Khan during the promotions of the film Sitare Zameen Par. And Apoorva regained her mojo returning with an appearance in a sit down conversation with Nikhil Taneja and more recently with her role in Prime Video reality show The Traitors.