Indian cricketer Yuzvendra Chahal has once again found himself at the center of an online debate – this time over an ad campaign that appears to be a reference to a moment from his high-profile divorce from choreographer Dhanashree Verma.
Released by micro-drama platform Story TV, the campaign quickly gained traction on social media after viewers noticed visual and narrative cues tied to the viral “sugar daddy” remark that surfaced during Chahal’s divorce proceedings last year. While the clip was intended to feature the cricketer in a new creative role, it instead drew harsh criticism online, with several users calling the approach “grouchy” and “disgusting”.
The controversy dates back to a widely-discussed moment from Chahal’s latest divorce hearing when he appeared in a T-shirt that read “Be Your Own Sugar Daddy.” The slogan sparked extensive online commentary at the time, with opinions divided as to whether it was funny, insensitive or ill-timed.
In the new promotional video, Chahal is introduced as the ‘Chief Story Officer’ of Story TV. But a strange scene drew attention: the words “Zero Sugar (Daddy) Diet” can be seen on the wall behind him. In another sequence, Chahal is shown narrating a story that centers on the couple’s messy divorce and alimony dispute – an image that many viewers felt was a faithful reflection of his own recent personal history.
Screenshots from the ad were also shared by Story TV founder and CEO Saurabh Pandey, further fueling the cross-platform discussion.
Internet reaction, particularly on Reddit, was largely critical. Several users questioned the decision to revisit such a sensitive chapter of Chahal’s life because of the promotional content, arguing that it blurred the line between personal experience and public spectacle.
One user wrote: “People love to watch love, romance, divorces, dramas and comebacks so he has made it his profession. Everything sells in this world; you just need to know how to sell it. So go ahead and buy Yuzvenda Chahal and Shafali Verma’s latest ‘episode’ because in today’s world even personal lives become public content.”
Another commenter took a more personal view of the message, saying: “He recognizes that all he brings to the relationship is his net worth. In other words, he’s showing his low self-esteem.”
Some reactions also reflected a shift in public sympathy. “I never thought I’d develop respect for Dhanashree,” wrote one Reddit user, while another commented, “This guy has almost no cricket left in him, which is why he’s milking his divorce to the max to stay afloat.”
Others criticized the tone of the campaign more broadly. “The whole sugar daddy thing with yuzi & dhan shree because of some stupid ad campaign or marketing is so under the line. It’s disgusting. I don’t know what happened between them but seeing him doing all this makes me happy for her,” read one post.