Pune: A short video promoting communal harmony has sparked a major controversy, highlighting how artists and digital creators are being pushed to align with majoritarian sentiments to protect their reach and audiences.
Influencer Atharva Sudame uploaded a reel ahead of Ganesh Chaturthi that showed him buying an idol of Lord Ganesh from a Muslim shopkeeper. The video conveyed a simple message, that faith should not be a barrier in human interactions. However, within hours, Sudame faced a torrent of abuse online, accused of promoting “fake secularism.” Under pressure, he deleted the clip and issued an apology, saying he never intended to offend anyone.
The incident reflects a growing challenge for independent creators who depend on followers and subscribers for their livelihood. Many fear loss of engagement if they are perceived as questioning dominant narratives. This environment forces artists to self-censor, weakening their ability to create content that promotes dialogue and understanding.
While trolls attacked Sudame, support also came from NCP (SP) leader Rohit Pawar who defended the reel as an effort to promote unity. Pawar criticised those who targeted Sudame and asked the state leadership to clarify what was wrong with the video.
The episode raises wider concerns about shrinking democratic spaces online. When voices of moderation and unity are silenced by organised backlash, creative freedom and democratic discourse both suffer. For India’s diverse society, such pressures on cultural expression set a worrying precedent.
