Ashwin shared his own experience after sharing his analysis of Shubman Gill's batting on social media.
Ashwin's comments reflect similar worries expressed by Sunil Gavaskar and current India head coach Gautam Gambhir, both of whom have previously questioned the rising emphasis on individuals over teams.
While conceding that current cricketers are developing personal brands and maintaining their public image, Ashwin stated unequivocally that such attempts cross a line when they come at the price of teammates.
“There’s something of a disease going around right now. Many of the opinions that surface on social media through fan armies—I've heard them before, first-hand. Sometimes, I’ve heard these exact views at a breakfast or lunch table, only to see them later appear online under a different name. That’s when you start to wonder, "How is this happening?” Ashwin said at the Revsportz Conclave in Kolkata.
“I’m not saying players themselves are planting these opinions, but it is concerning. Is there some kind of orchestration? I can’t say for certain, but there does seem to be a structured ecosystem at play. Today, every player is an entrepreneur, and amplifying opinions externally can enhance brand value or improve PR. I understand that. But speaking negatively about another cricketer is something I would never do,” he added.
According to Ashwin, the prevalence of such narratives has begun to divert focus away from the game itself, with conversations increasingly centered on persons rather than cricketing content.
Drawing on personal experience, he mentioned the reaction he received after evaluating India's Test and ODI skipper Shubman Gill's dismissals. What began as a technical breakdown soon turned into criticism from sections of fans who accused him of targeting a specific player.
“Where did this all begin? We started creating narratives around players. We built a superhero culture, almost cinematic in nature. Who even talks about cricket anymore? Hardly anyone focuses on the game itself.
Some time ago, I shared a Twitter thread explaining the technical reasons behind Shubman’s dismissals. For me, it’s always about the ‘what’ and the 'why,' never the 'who.' But it quickly turned into a comparison—why focus only on Shubman and not others? I wondered, do people even follow what I say? The problem is, we’ve shifted the conversation away from the essence of the game and made it about individuals,” Ashwin highlighted.
R Ashwin had called time on his international career midway through the Border-Gavaskar Trophy 2024-25. He also called time on his IPL career after the 2025 edition. He finished behind Anil Kumble with 537 Test wickets in 106 matches.
(RevSportz inputs)