Social media trolls are often labelled negative and sometimes, trolls can even make or break someone’s career. The cancel culture in the recent times has gained momentum and destroyed several careers. However, there are some marketing geniuses who use these trolls to leverage their brand and image. Along with the growing presence of trolls, ace marketers have now coined a new term called Troll marketing. What exactly is troll marketing? In layman’s terms, Troll marketing is creating buzz over controversies and inturn using it for their gain. Here are some of the best examples of how these celebs used trolls to create their own brands.
Ranveer Singh
Ranveer Singh is one the top Bollywood actors and often a target of trolls, be it his fashion, his over-energetic antics or controversial photoshoots. Time again this actor and his marketing team have turned the tide. Recently, Ranveer launched his own protein bar brand called Super You and how did he brand it? By cashing in on something that he has been trolled. Trolls often question ‘What is Ranveer high on’ when they see his public promotions. Turning that into a catch phrase, Ranveer turned his trolls into a brand.
Talking about his new brand, Ranveer said, “I’ve been a fitness enthusiast my entire life and wanted to convert this passion into something larger that I can share with everyone. I truly believe that protein is an essential macronutrient for everybody and with our busy lifestyle, we struggle to get the required quantity. That’s exactly why I wanted to create something that is an extension of my own beliefs and enable protein consumption in simple and affordable yet effective ways for Indian Consumers.”
The same goes for his sexual wellness brand, where he teamed with adult film star Johnny Sins for a hilarious advertisement that broke the internet.
Taylor Swift
Taylor Swift turned a viral insult into a pop-culture phenomenon when she transformed the snake emoji into the cornerstone of her Reputation era. This symbol became a bold emblem of her resilience and artistry, representing her ability to reclaim and redefine the narrative around her public image.
The story dates back to 2016, during Swift’s infamous feud with Kanye West and Kim Kardashian. After Kim called Swift a “snake” on social media, fans and detractors alike flooded Taylor’s posts with snake emojis. The derogatory symbol was meant to question her authenticity and credibility, particularly in the context of Kanye’s controversial song Famous.
When Swift returned in 2017 after a year-long hiatus, her promotional campaign for Reputation leaned heavily on snake imagery. The first teaser for the album was a slithering snake, and this motif carried into her music videos, merchandise, and live performances. The snake became a metaphor for shedding her old skin and embracing a darker, unapologetically vengeful persona.
Karan Johar
The feud between Karan Johar and Kangana Ranaut became one of Bollywood’s most high-profile rivalries after Kangana’s infamous appearance on Koffee with Karan in 2017. On the show, Kangana called Karan the “flag-bearer of nepotism” and accused him of favoring star kids over outsiders, perpetuating a system that disadvantaged actors without industry connections. Karan initially dismissed her claims, calling her “ungrateful” and suggesting she play the victim card elsewhere. His public statements fanned the controversy, making him a target of online criticism.
Rather than shy away from the label, Karan has cleverly leaned into the narrative, transforming it into a marketing tool. Karan is well-aware of how trolling generates buzz. By addressing the nepotism controversy head-on in interviews, social media posts, and even award show speeches, he ensures constant conversation around his projects. This video is the best example of how Kjo has used the ongoing nepotism dig to his advantage.
His reality shows (Koffee with Karan, Bigg Boss OTT), films (Rocky Aur Rani Kii Prem Kahani), and digital appearances often feature insider jokes and meta-commentary about nepotism.
