Prominent digital creator and GenZway founder Aditya Kakkar has publicly accused several social media influencers of participating in a coordinated, paid PR campaign to manipulate public opinion regarding the Aravalli mountain range.
During an appearance on the RealHit podcast, Kakkar alleged that multiple content creators have “flipped” their environmental stances after being approached with financial offers to promote a specific narrative.
The controversy centres on a recent legal shift in how mountains are defined in India, a change Kakkar claims is being whitewashed by high-reach influencers who are misleading their followers for profit.
The core of the dispute involves a new regulatory benchmark that defines an Aravalli hill only as a landform rising at least 100 meters (about 328 feet) above local relief.
Kakkar explained to viewers that this technicality is devastating because an internal Forest Survey of India assessment suggests that this threshold excludes over 90% of the Aravalli system from official protection.
By narrowing the definition, thousands of low-elevation ridges and hillocks, which are critical for groundwater recharge and preventing desertification, could now be legally opened for mining and real estate development.
GenZway creator claimed to have personal evidence of this influence-peddling, stating he has received messages from more than 15 creators who were offered money to support the new guidelines.
He noted a disturbing trend where influencers who previously used the #SaveAravalli hashtag are now suddenly posting “educational” videos claiming the new rules actually strengthen conservation.
He described these videos as being suspiciously “polished” and following a scripted narrative designed to manage the negative public outrage that followed the Supreme Court’s November 2025 decision.
The investigative creator further deconstructed the financial incentives behind such campaigns, noting that the mining industry and associated stakeholders have much to gain from the “de-classification” of these hills. He challenged creators to demand a more inclusive definition, such as a one-meter height benchmark, which would protect the entire ecological unit.
According to Kakkar, the current 100-meter rule creates a massive loophole (a technicality that allows someone to bypass a law) that prioritises ease of legal compliance for mining corporations over the long-term health of the environment.
Aditya Kakkar, who has built a following of over 100K on Instagram and over 1 million subscribers on YouTube through his GenZway and Ganda Dhanda channels, has become a leading voice in exposing the “hidden business” of social media.
His work frequently focuses on the creator economy, explaining complex topics and the ethics of brand collaborations to his audience. By calling out his peers, Kakkar is highlighting a growing concern in the Indian creator space: the rise of “stealth PR” where political or corporate agendas are disguised as independent creator opinions.
As the #SaveAravalli movement gains renewed momentum, Kakkar’s revelations serve as a stark warning to aspiring creators about the long-term cost of losing audience trust.
For many young creators in India, the Aravalli controversy has become a defining moment, illustrating the tension between the “quick money” of PR campaigns and the ethical responsibility of holding a digital megaphone.
