From social media posts and personal style to music and public image, Punjabi influencers and celebrities have often built their identities around being visible. But in some cases, that visibility has also brought threats, objections and, ultimately, violence.
The recent killing of Punjabi makeup artist and social media influencer Mad Sandhu, has once again raised questions about how online hostility and personal objections can escalate into deadly attacks.
Sandhu, around 30, was shot dead in Amritsar on October 3. According to police, he was waiting at a garage on Loharka Road while his SUV was being washed when two men on a motorcycle opened fire at around 6 pm and fled.
DSP Prabhjot Singh Virk said Sandhu suffered two gunshot wounds, and police confirmed his death following the shooting.
Sandhu was known as a makeup artist and influencer and had around 2.26 lakh followers on Instagram. He had also acted in the Punjabi film Oye Bhole Oye. His father is a retired Punjab Police sub-inspector, according to Amritsar Police Commissioner Harmanbir Singh Gill.
Police registered an FIR, recovered two shells from the scene and formed a team to identify and arrest the shooters. A manhunt was launched for the two suspects. As of October 5, no arrest had been reported.
The motive remains unconfirmed.
Police sources said Sandhu's family had not reported any specific threat to his life, although they had raised concerns about hateful comments directed at him online and in public. MP Gurjeet Singh Aujla, however, said Sandhu had been receiving threats for a long time and had spoken about them on social media.
A few months before his death, a Nihang Sikh had also objected to Sandhu's content and clothing. Whether that disagreement had any connection with the murder has not been established.
There has also been an unverified claim of responsibility. As per reports, gangster Goldy Dhillon claimed responsibility for the killing. Police have not confirmed the claim, meaning it cannot currently be treated as an established motive or finding in the case.
Sandhu's family cremated him in Amritsar on October 4. They also said he was scheduled to enter the Bigg Boss house as a contestant on October 29.
A pattern of threats around Punjabi social media personalities
Sandhu's killing is not the only case in which a Punjabi social media personality has faced serious threats or violent death, although the circumstances of the cases are different.
In June 2025, social media personality Kamal Kaur 'Bhabhi', whose real name was Kanchan Kumari, was found dead inside a parked car near Adesh University at Bhucho Kalan on the Bathinda-Chandigarh highway.
Kumari, who lived in Ludhiana and was believed to be in her mid-30s, had more than 3.83 lakh Instagram followers.
Kumari had also reportedly faced threats before her death. In October 2024, she was allegedly threatened by Canada-based designated terrorist Arsh Dalla over videos she had posted.
The most prominent example is singer Sidhu Moose Wala, who was shot dead on May 29, 2022, in Mansa district.
Moose Wala was a major Punjabi singer and global music figure. He was attacked while travelling in his vehicle and sustained multiple gunshot injuries. His post-mortem recorded 19 bullet injuries.
Goldy Brar, a close associate of the Lawrence Bishnoi gang, claimed responsibility for the attack. Punjab Police subsequently linked the Bishnoi gang to the murder.
That is the disturbing question running through these cases.
There is an important distinction between being threatened, being criticised and being murdered because of a particular dispute.
The cases show is a more uncomfortable reality: public figures in Punjab's increasingly influential social media culture can become targets of intense personal hostility. When criticism, threats and offline confrontation move beyond the screen, the consequences can become far more serious.
