There are points in a country’s journey when entertainment must take a back seat— when the excitement of sport, film, or celebration feels empty amidst mourning. The recent terrorist attack in Pahalgam, which killed several innocent civilians, is one such moment. The tragedy has left a stain on the collective conscience of the country, and at Trolls Official, we feel it is not just distasteful—but negligent—to conduct “business as usual.”
As influencers, we are self-aware; we know the power we possess and the platform we have. We are here to be entertaining, to make you laugh, and to build a fandom around pop culture; however, we also understand social responsibility and the reality of our influence beyond our platforms. With respect to the violence at Pahalgam, we made a difficult decision not to post or comment on the India vs Pakistan match, a game which usually fosters national pride. This is not just a gesture: it is our way of respecting those who have passed away, standing in solidarity with the families that mourn, and recognizing that entertainment efforts without empathy are meaningless.
The attack at Pahalgam was not an attack that was perpetrated randomly; the attack was a calculated attack for a purpose known only to the planners. It was both an attack on peace and an attack on the nation as a whole, with the goal of instilling fear and division in the people who should come together as one. When addressing violence, strength is not demonstrated in how loud we can be in the secrecy of a moment of grief; it’s how we make the commitment to pay homage to those who have passed before us.
The attack is a brutal reminder that terrorism is still taking innocent lives in our country. While we call ourselves a nation of freedom, innovation, and unity, it is also a fact that there are many forces, many of them operating across the border in Pakistan, who will stop at nothing to disrupt that peace. We do not believe that all people from another country are the same, but it is impossible to overlook the contribution of terrorist groups nurtured on foreign soil, which repurpose their funding to finance attacks like that of the Pahalgam attack.
Considering a cricket match between India and Pakistan as just another sporting event seems terribly out of touch in the circumstances. Yes, sport brings people together, yes, there is more to cricket in our part of the world, and yes, we understand that people will struggle with our decision. But context is everything, and in moments of national grief, caution is paramount. Choosing not to cover the match represents our value – some things are bigger than views, trends, and virality.
This was not an easy choice to make. As an engagement platform, match coverage, like our other content, is a significant part of what we do, and if that is a role we play at times with cricket in Pakistan, we certainly do want to acknowledge the cultural meaning of cricket. But we believe there is real value in knowing when to say nothing (or very little), because sometimes silence is the only way to honour tragedy. By not covering the match, we hope to send a signal, not only for our audience, but fellow creators and the entertainment space – that value precedes virality.
Our prayers are for those who lost family in the Pahalgam attack. No parent should have to bury a child, no child should have to live with the burden of being orphaned due to senseless violence, and no family should live in fear of being in the wrong place at the wrong time. These are not just numbers or statistics; these are people who had dreams, friends, family, and a life they will never get back.
We urge our audience, associates, and peers to pause. Reflect. Support verified aid.
Denounce terrorism, not just emotionally, but with intention. Communicate wisely. Mourn with dignity. Most importantly, never accept aborted innocent lives as part of life.
We at Trolls Official will continue to be a vehicle for entertainment, but also a voice of conscience. Today, we pause. Tomorrow, we will resume our work with renewed purpose. But today, we stand with the nation in tragedy, in unity, and in solidarity against terror.
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