Madurai and nearby districts are seeing a worrying pattern where some youngsters chase ‘don’ image and online fame through Instagram Reels, only to end up in violent clashes. Police say the online posturing is increasingly spilling into real-world retaliation.
In Sivaganga district, a 26-year-old known as ‘Sullan’ Madan, who had gained popularity through Instagram reels, was allegedly murdered in a revenge attack linked to prior enmity. After the killing, his supporters reportedly issued threats on Instagram, vowing retaliation.
A similar incident was reported from Jaihindpuram in Madurai, where a dispute triggered by an Instagram video challenging “who is the don” ended with the murder of Surya, 24. Police also recalled earlier cases: in 2021, a clash between two groups after a video featuring a sickle was posted in Coimbatore led to the killing of Ashok Kumar, and the same year, Sriram was killed after issuing video threats to rivals.
Police said they are continuously monitoring social media content that displays weapons, glorifies rowdyism or issues threats. Officials added that more than 20 social media accounts have been blocked, and fake accounts and users operating under alternate names are being tracked with technical support.
