It’s open season in Bollywood—where the battle rages on both on and off the big screen. In recent months, we’ve seen Hollywood stars like Blake Lively fighting back against alleged smear campaigns, and Korean fans of late Kim Sae Ron calling out past campaigns against her. And, as the tabloids tell, Bollywood isn’t far behind. Allegations of targeted defamation and fake narratives have become part of the industry’s daily churn over the past month. While some stars bite the bullet and wait out the social media storm, others like Aamir Khan, Javed Akhtar and many others have opted to take the legal route to get to the bottom of the nasty rumours, vile social media posts and other damaging reports.
Smear campaigns have increasingly become a troubling aspect of the entertainment industry, affecting numerous celebrities. But, do these campaigns actually impact a star’s public image or a film’s box office fate, or are they just noise in an era where controversy equals clicks? Let’s find out…
Blake Lively and Justin Baldoni
Following its release, ‘It Ends With Us’ has been overshadowed by serious allegations between Blake Lively and actor-director, Justin Baldoni. Lively accused Baldoni of sexual harassment and claimed that he ‘orchestrated a smear campaign’ against her, leading to a lawsuit citing breach of contract and emotional distress. In response, Baldoni hit back with a $400 million countersuit, alleging defamation by Lively and her husband, Ryan Reynolds. This legal battle has not only impacted the personal lives of those involved but each party has allegedly impacted business ventures. While Blake claimed that the campaign led to 78% drop in sales of her haircare products and drinks; Baldoni claimed he has “lost three jobs and hundreds of millions of dollars.”
Amber Heard and Johnny Depp
The legal disputes between Amber Heard and Johnny Depp have been widely publicized, involving mutual allegations of defamation and abuse. These proceedings have significantly impacted both actors’ careers and public images. Amidst the Lively and Baldoni drama, Amber also denounced the ‘smear campaign’, alleging that she had witnessed it first-hand, saying, “Social media is the absolute personification of the classic saying ‘A lie travels halfway around the world before truth can get its boots on.’ I saw this firsthand and up close. It’s as horrifying as it is destructive.”
Kim Sae Ron and Kim Soo Hyun
Amidst the ongoing controversy surrounding Kim Soo Hyun and his late ex-girlfriend Kim Sae Ron, the actor has been accused of orchestrating a smear campaign against her. He confirmed their past relationship only last weekend, after intense scrutiny from fans. Since Sae Ron’s passing, supporters have revisited her struggles following her car crash, highlighting that over 5,000 negative articles about her were published by 49 news outlets while she was attempting a career comeback. Soo Hyun faced further backlash when fans speculated his involvement in leaking an audio file in which Sae Ron allegedly spoke about a secret marriage and abortion. Adding fuel to the fire, the clip surfaced while the actor was already under scrutiny for allegedly dating Sae Ron when she was still a minor.
Are Smear Campaigns Real or Part of Film Industry Lore?
The existence of planned ‘smear campaigns’ against celebrities has always been a subject of debate with some swearing by its rampant use, while others rubbishing its existence. More often than not, the industry is divided on whether these tactics are orchestrated attacks or just byproducts of fan-driven social media feuds.
Film trade analyst Komal Nahta firmly believes in the existence of smear campaigns, stating, “Yes, it is. Of course, it is.” However, another prominent trade expert, Taran Adarsh, disagrees, arguing, “I don’t think there are any particular smear campaigns or targeting of any individual. It is more of fans fighting on social media platforms, but stars themselves don’t react when they meet personally,” he explains.
Producer Ramesh Taurani, however, stands with Nahta in acknowledging the rise of smear campaigns, especially post-COVID. “Smear campaigns, of course, are a harsh reality in today’s age. And it has picked up post-COVID, where all the bashing has started. It’s not just against celebrities but also against films from different languages. If you remember Dunki and Salaar, there were smear campaigns trying to fuel Bollywood vs. South debates.”
PR expert Charles Prem sheds light on the tactics often employed: “Smear campaigns often occur in the celebrity and brand PR world, driven by competitors or external factors. We, as PR professionals, step in to defend clients by presenting facts and clearing misconceptions. There have been instances where reality show contestants intentionally create drama and lies for media attention. In brand PR, negative reviews or misinformation are sometimes used to damage a brand’s image. While some situations are playful, others require factual defense, much like a legal process. We have even dropped clients because of their malicious motives.”
Varun Gupta of Max Marketing underscores the role of marketing agencies in leveraging smear tactics for business gains. “Smear campaigns are often suggested by agencies exploiting the insecurities of producers and actors before a film’s release. They say, ‘Sir, if you don’t do it, they will.’ In reality, the only beneficiaries are the agencies. Audiences don’t really get affected by these campaigns. If they hear a film is good, they will go and watch it. But yes, smear campaigns are used against films, actors, and sometimes even the language of a film.”
The Ugly Truth Behind Fan Wars and False Narratives
Once upon a time, celebrity rivalries played out in hushed whispers and behind closed doors. But in today’s digital age, social media has turned the industry into an open battlefield.
Troll armies, paid narratives, and agenda-driven accounts—social media has created the perfect breeding ground for misinformation. While some industry veterans dismiss smear campaigns as just fan-driven noise, others believe they have become an inseparable part of film promotions—and takedowns.
Adarsh acknowledged the long-standing nature of smear campaigns but emphasized the role of social media in amplifying them. He said, “ In the past, without social media, these things happened behind the scenes, but now everyone is voicing their opinions. It’s quite natural because fan groups form around particular actors, and when two films clash at the box office, it leads to fan wars,” he said. Adarsh further noted that these smear campaigns extend beyond actors to actresses as well. “When two actresses work together or when one actress’s film underperforms, comparisons begin, and the fan wars escalate.”
Nahta, on the other hand, highlighted how smear campaigns intensify around film releases. He says, “Every time a major film is released, people start trolling the actor, bringing up old videos, or even refuting box office collections, even if they are genuine. The goal is to tarnish an actor’s reputation and harm the film’s success. It’s not about exposing real issues but about generating negativity and hatred toward that actor.”
He further elaborated on how these campaigns gain traction on social media. “Once something ignites, it becomes a movement. It starts with a few people, but if it sparks a movement, then all the more, better for these haters, as hundreds and thousands and lakhs of people join the movement.”
Legal expert Advocate Swapnil Ambure echoes this sentiment, emphasizing the double-edged nature of publicity. “Publicity builds fame, but it also invites scrutiny. Social media has placed immense power in the hands of individuals, making smear campaigns easier to launch and harder to contain.”
Marketing expert Varun Gupta believes that PR agencies manipulate insecurities within the industry. “Agencies convince producers that they need to strike first or risk being attacked. But in the end, it’s these agencies that benefit, not the stars or the films.”
Do Smear Campaigns Affect Business and the Box Office?
In an industry where perception can often dictate success, smear campaigns have been a recurring phenomenon. However, do these negative publicity tactics actually impact a film’s box office performance? Despite the noise, the general consensus is that smear campaigns don’t impact box office numbers, says Komal Nahta who believes, “Box office never gets affected by smear campaigns. If it was so easy, then every actor would appoint people to either promote their film or run down others. It never gets affected.”
Nahta explains that while tarnishing a celebrity’s reputation for a short period is possible, it does not translate into long-term damage. “Nothing is permanent in this industry, and nobody takes social media so seriously that they will say, ‘We should not go for this film.’ A film is a film is a film. If it is good, it works. If it is not good, it doesn’t work.”
Producer Taurani echoed similar sentiments, suggesting that smear campaigns are often orchestrated by agencies taking advantage of the insecurities of producers and actors. “I honestly feel nothing of this has ever impacted the box office. If the picture is good, it’s good. If it’s not good, it’s not good. But the instant conversations are brooded by both parties.”
Taurani further explained, “More importantly, it is suggested by agencies who are trying to exploit the insecurities of producers and actors during a release. They say, ‘Sir, if you don’t do it, they will do it. If they don’t do it, you will do it.’ In all of this, the only people who benefit are the agencies who are suggesting this.”
The Growing Need to Stop False Narratives
In the age of digital media, misinformation spreads faster than ever, often leading to serious reputational damage for individuals, particularly celebrities. Social media has become a battleground where fan wars and half-truths dominate, making it difficult for the general public to discern fact from fiction.
Nahta believes that people are often not interested in verifying information but rather in reinforcing their existing beliefs. He stated, “I don’t think anybody is interested in deciphering. Those who are the fans of that star will only see the good in him. And those who are haters will only see the bad in him. Suppose I am a hater; the moment something bad about the star I hate begins, I will join the bandwagon and keep condemning. That is a way of giving vent to my pent-up emotions or feelings against the star. And if I’m a fan, I will run these people down and try to highlight my star. So I don’t think anybody is looking for legitimacy, or for understanding, or for really educating themselves. No, it’s just a tamasha.”
Public relations expert Charles Prem highlighted the role of social media in amplifying misinformation. “Social media plays a significant role in amplifying misinformation. Fans of celebrities are often protective and dismiss negative claims, fueling speculation. Half-edited clips and out-of-context statements can easily go viral, causing confusion. For instance, Karan Johar recently clarified his remarks on social media to address false claims on Rajamouli.”
Advocate Swapnil echoed similar sentiments, emphasizing the legal complexities involved in addressing such issues. “In the digital age, false narratives spread faster than the truth, complicating legal recourse and amplifying the challenge of protecting one’s reputation.”
Bollywood vs Hollywood: Why Defamation Laws Hardly Work in India
Hollywood celebrities like Johnny Depp and Amber Heard have fought legal battles over defamation, and Blake Lively and Justin Baldoni have garnered enough public interest ahead of their time in court. With smear campaigns and legal battles over libel making headlines around the wrold, the question arises—where does Bollywood stand on this issue?
Taran, dismissed the possibility of similar trends gaining traction in India, stating, “No, I don’t think so. No, no, no. I don’t think so.”
However, legal experts argue that defamation laws in India do provide avenues for recourse. Advocate Swapnil explained, “It’s not difficult to prove defamation or libel, as the definitions are quite exhaustive. Celebrities can seek remedies through defamation suits, seeking damages and compensation, criminal complaints for defamation, takedown requests, injunctions, gag orders, and reputation management. But the damage to their image is often difficult to quantify.”
PR expert Charles highlighted how social media plays a role in managing such controversies. “To address false claims, celebrities may clarify their stance on social media. If needed, credible third parties can step in to lend support. In more serious cases, legal action and verified evidence are used. The goal is to respond effectively without escalating the situation further.”
However, trade guru Komal believes that weak legal structures and media influence make defamation battles in Bollywood an uphill task. “The laws in India are so weak that I don’t think anybody will even attempt it. See, Javed Saab dared to actually drag Kangana [Ranaut] to court. But how many people have the stamina and the money which Javed Saab must have spent on the case?”
Nahta also pointed out how even media coverage skews the narrative, citing Ranaut’s apology to Akhtar. “After that, Kangana apologized, but which media has actually rightly covered the apology? She twisted it in such a way, saying he’s going to write lyrics for her. That’s not the issue. The issue is that she apologized. But she toned it down to give the impression that they are friends, which they are not.”
Can Smear Campaigns Be Curbed?
Most insiders agree that social media has made it nearly impossible to control misinformation. As Komal Nahta puts it, “Unless platforms introduce strict regulations, nothing can be done. Right now, anyone with an anonymous account can spread falsehoods without consequences.”
