Roasting used to be a clever blend of satire, humour, and playful criticism. It was a way for creators to challenge ideas without crossing personal boundaries. But in today’s digital landscape, it has morphed into something far more aggressive and exploitative, turning personal attacks into viral entertainment—especially on YouTube.

At the heart of this transformation is Fukra Insaan (Abhishek Malhan), a YouTube personality known for his roasting videos. His recent clash with fashion critic Sufi Motiwala isn’t just another online feud. It has exposed a darker side of influencer culture, where creators thrive on humiliation and public ridicule. These controversies are manufactured to keep audiences engaged.

Abhishek Malhan in Bigg Boss OTT

The controversy began when Sufi made a fashion critique video on Nishchay Malhan’s, aka Triggered Insaan’s wedding, despite being blocked by the groom. His brother, Abhishek, retaliated with a roast video, turning the situation into a spectacle for his fans. While his loyal followers defended his response, critics argued that his content crossed the line. It wasn’t playful critique; It was targeted harassment. Nishchay didn’t shy away from making homophobic comments about Motiwala; Addressing the influencer, he said:

“Ye bhai, behen, jo bhi hai.” (This man, woman, whoever they are.) 

This isn’t just about Fukra Insaan vs. Sufi Motiwala—it’s about the broader impact of roasting culture on mental health, influencer ethics, and audience behavior. As millions watch these videos unfold, few consider the lasting consequences—from reputational damage to emotional distress. People like Fukra Insaan contribute to homophobia in modern-day Indian youth, as these influential creators have a huge fanbase. 

The Rise of YouTube Roasts

Roasting wasn’t always about viral feuds or online aggression. In its early days, it thrived on quick wit, exaggerated banter, and playful critique—think Comedy Central’s Roast of Justin Bieber. Celebrities used to exchange scripted insults in a controlled, lighthearted setting. The roasts had been mutual, designed for entertainment, with clear boundaries.

But with the rise of YouTube and influencer-driven content, roasting has evolved into something more unpredictable. Today, it’s often unscripted, one-sided, and fueled by fan reactions. Personal critiques are a spectacle for mass consumption.

Recent online disputes—like the Fukra Insaan vs. Sufi Motiwala controversy—reflect this shift. While roasting remains a core part of digital humor, instances where personal critiques escalate into direct retaliations highlight the fine line between satire and public humiliation. When roasting moves beyond challenging ideas and instead targets individuals, it risks becoming entertainment at someone else’s expense.

How does YouTube enable toxic Roast culture?

Platforms like YouTube, Instagram, and Twitter are designed to reward controversy. Roasting thrives on the engagement metrics of these platforms. The more attention a video garners, the more the algorithm pushes it further—regardless of whether the content is entertaining, harmful, or emotionally damaging.

Here’s why YouTube fuels toxic roasting culture:

• Engagement Over Ethics – The platform prioritizes watch time and interaction, meaning roast videos with heated drama get recommended more often than positive or neutral content.

• No Real Accountability – While YouTube has community guidelines against harassment, enforcement is inconsistent, allowing influencers to hide personal attacks behind “comedy”.

• Encourages Fan Wars – The algorithm amplifies polarizing content, making creator conflicts explode across social media. This forces every feud into a larger online spectacle.

The Fukra Insaan vs. Sufi Motiwala controversy is a classic example: once Abhishek Malhan dropped his roast video, fan reactions multiplied, discussion threads exploded, and reaction channels pounced on the feud, ensuring it stayed in the spotlight.

At what point does roasting stop being entertainment and become a dangerous cycle of humiliation? That’s the real question platforms refuse to answer.

The Cost of Online Humiliation

Roasting culture thrives on shock value, controversy, and mass ridicule, rewarding influencers who push boundaries without considering the real mental and emotional consequences. What began as satirical humor has evolved into a weapon for public humiliation, turning personal moments—whether it’s Rowhi Rai’s grief vlog or Sufi Motiwala’s fashion critique—into fodder for viral mockery. And platforms like YouTube fuel the cycle, amplifying creators who capitalize on negativity while ignoring the ethical fallout.

The Fukra Insaan vs. Sufi Motiwala feud is just another symptom of a larger problem—where creators profit off personal attacks disguised as content, and audiences fuel toxic fan wars. The line between critique and cyberbullying has blurred, and without accountability, roasting will continue to silence voices, exploit emotions, and erode digital ethics.