Game of Trolls

Bad publicity is better than no publicity at all! If you are in the public eye then you know the importance of publicity, especially ‘troll marketing’ which is suddenly doing the rounds in Tollywood and Bollywood boulevard! Thanks to the power of social media and the digital economy, “troll marketing” is the new strategy adopted by some top Public Relations (PR) mavericks. The witty ‘Bachchan Bahu” troller potshot at Aishwarya Rai Bachchan’s 2024 Cannes look became a gargantuan hit in a matter of minutes. Aishwarya ended up being heavily trolled in the virtual space. But did that affect her? The answer could be a big ‘NO.’ On the contrary, it could well be a clever business strategy. Whether it’s about brands taking ‘friendly’ potshots at one another or even at celebrities, troll marketing is the name of the game.

Branding Tactics

Troll marketing is a clever way for top brands, and now celebrities to trade witty barbs at one another and create buzz in the public domain. Just imagine the zillions of “Hearts,” “Likes,” “Dislikes,” "Thumbs-Up,” and Thumbs-Down” generated in a matter of seconds. Voila! Now think of the ubiquitous digital banner ads and fliers that keep sweeping across your mobile, tablet, and laptop screens when you are busy catching up on the troll banter. Hope the penny drops. Clever advertising and publicity tactics always translate into BIG moolah! For years, several top brands like McDonald's, Burger King, Pepsi, Coca-Cola, Zomato, and Swiggy have tickled the public’s funny bones via troll marketing and generated a few memorable laughs!

So how is troll marketing being used to promote celebrities? Ramakanth Thumrugoti, CMD, RBC Worldwide, says troll marketing employs crisis-driven products, marketers, and communication strategies, effectively acting as the mischievous counterpart to traditional public relations. “Driven by harsh market forces, its primary aim is to heighten awareness of a product or service by sparking provocative, unnatural buzz. This tactic strives to disrupt markets, balancing precariously on the thin line between risk and reward, and is frequently prone to failure,” he elaborates. Nonetheless, when executed with cleverness and a touch of humour, troll marketing can quickly elevate brand recognition and celebrity status with minimal investment. “However, successful examples of such strategic deployment are rare. Too often, these campaigns overstep, harming brands, public figures, and competitors,” says Ramakanth. In a world that constantly grapples with crises, the integrity of communication is regularly compromised. “This deterioration is notably reflected in many troll marketing strategies, where the quest for immediate impact can overshadow the need for positive, lasting engagement with audiences,” adds Ramakanth.

Star Struck Society  

Parull Gossain, a film publicist, is someone who doubts that the stylists designing for a Cannes red carpet wanted criticism for their outfits because it impacts their respectability. “But trolling does add to immense chatter, and many stars thrive on it,” she says. “I am not privy to Aishwarya’s strategies, but in the last 20 years I have always seen her getting trolled, and she has never been hurt by trolling. Her stardom has always been above the success of her films and criticism about her work or style,” she says. Deepika Padukone has always made it to the top, regardless of any hurdle. She is someone who has always been on top of her game. However, societal insecurity has stooped to an insane low recently. As she stepped out to cast her vote, a crowd of netizens held that she didn’t look pregnant and that it wasn’t real enough. Later, the actress took to her Instagram, sharing a series of images of hers—her radiance, welcoming motherhood, and nailing maternity fashion.

Double-Edged Sword

It is a risky game to play, but when done well, it may yield astonishing results for the bottom line. “Trolling has become a powerful technique in the celebrity promotion space, blending the lines between marketing acumen and mischief. Recently, Aishwarya was trolled at Cannes; some view them as more of a trolling technique than a fashion statement,” says Vedika Kedia, senior social media manager at Social DNA adding, “I think troll marketing offers a unique avenue to engage audiences, leveraging controversy to drive brand visibility.”

Troll marketing allows firms to take friendly potshots at one another, as well as celebrities on occasion. “It has both advantages and disadvantages. While effective when handled correctly, there is a danger of backlash and reputational loss. Finally, mastering the art of troll marketing requires a careful combination of wit, timing, and brand alignment. In the celebrity world, it's not just about grabbing attention; it’s about using it to drive meaningful engagement and, ultimately, revenue growth,” adds Vedika. Like it or not brands have realised the enormous reach of social media and the power of the digital economy. So, the next time you troll a celebrity or a brand, think twice, because the joke is on you. They simply go laughing to the bank!

1. Nick Jonas was trolled for “staring hard” at Priyanka’s cleavage in one of the pictures.

2. Aishwarya Rai was trolled for her fashion choices on the red carpet at the Cannes festival 2024

3. Deepika Padukone was trolled by a section of netizens who made nasty comments on her baby bump.

Driven by harsh market forces, its primary aim is to heighten awareness of a product or service by sparking provocative, unnatural buzz.” — Ramakanth Thumrugoti, CMD, RBC Worldwide

I am not privy to Aishwarya’s strategies, but in the last 20 years I have always seen her getting trolled, and she has never been hurt by trolling." — Parull Gossain, a film publicist

I think troll marketing offers a unique avenue to engage audiences, leveraging controversy to drive brand visibility.” — Vedika Kedia, senior social media manager, Social DNA