Snehashish roy
Actor Shahid Kapoor has addressed allegations that actress Alia Bhatt was subjected to a coordinated public relations campaign aimed at undermining her appearance at the 2026 Cannes Film Festival. While Shahid did not directly endorse claims of paid trolling, he spoke about the growing obsession with image-building, branding and manufactured narratives in the entertainment industry, suggesting that genuine success cannot be created through publicity strategies alone.
Soon after, a section of social media users alleged that some of the negative commentary surrounding Alia’s Cannes outing may have been amplified through organised campaigns. While no evidence has publicly emerged to substantiate claims of a coordinated effort, the speculation sparked a larger conversation about celebrity public relations, online narratives and the ways reputations are shaped in the digital era.
When asked about such allegations, Shahid Kapoor shifted the conversation towards a broader issue. The actor questioned the industry’s growing tendency to treat individuals as brands rather than artists. According to him, the modern obsession with branding has reached a point where people are more concerned about image management than authenticity. Shahid described the idea of constantly viewing oneself as a brand as unhealthy and disconnected from normal human behaviour.
The actor suggested that audiences ultimately respond to genuine talent and real work rather than carefully constructed publicity campaigns. He indicated that while marketing and promotion may create visibility, they cannot sustain long-term success if audiences fail to connect with the person behind the image.
Alia’s Cannes appearance itself generated mixed reactions. While many fans praised her fashion choices and celebrated her representation of India on a global stage, critics questioned whether she had made a significant impact at the festival. The debate intensified after author Shobhaa De publicly criticised one of Alia’s red carpet appearances, arguing that the actress appeared to be interacting primarily with her own team rather than with photographers and attendees.
However, not everyone agreed with the criticism. Actor Pushkar Jog, who attended Cannes and witnessed the event firsthand, later challenged the narrative that Alia had been ignored by photographers. He described the viral clips as misleading and argued that social media users had drawn conclusions based on selectively edited footage. According to Jog, Alia received attention at the festival and the controversy was exaggerated online.
Actor Sonu Sood also appeared to indirectly defend Alia during the controversy. Without naming her specifically, he shared a message emphasising that representing India on a global platform is itself an achievement and that individuals should be encouraged rather than pulled down. His comments were widely interpreted as a response to the criticism directed at the actress.
Throughout the controversy, Alia largely avoided engaging directly with the debate. Instead, she continued sharing photographs and updates from her Cannes experience while maintaining a positive public stance. The actress later returned to Mumbai, where she was spotted with husband Ranbir Kapoor amid ongoing online discussions about her festival appearance.
For Shahid Kapoor, however, the issue appears to go beyond any one celebrity. His comments reflect concerns about an entertainment industry increasingly driven by perception, branding and social media narratives. While acknowledging the realities of modern publicity, the actor suggested that audiences remain capable of distinguishing between genuine achievement and manufactured image-building.