For many, Kusha-Zorawar’s split was oddly reminiscent of influencer couples going their separate ways, which has become way too common in the creator economy. Think fashion influencer Kritika Khurana, famously known as “That Boho Girl’ calling it quits from her husband Aditya Chhabra six months after their wedding, or more recently, beauty content creator Malvika Sitlani announcing her divorce with Akhil Aryan, while she was pregnant with his child — Indian Instagram influencers have not only been candid about their separation, but also chronicled their journeys of healing and finding themselves again after the split.

The bigger question here is — can social media make relationships go sour? Can it result in a divorce? “If a couple is using social media to make money or monetizing content, this can lead to a competition between them. This competition, if unhealthy, can hurt the relationship”, says relationship coach Vishal Bhardwaj. For those who don’t use social media to make a living, the beast can still affect their relationship. “We see couples post stories with quotes on loneliness and emotional challenges life throws at them. This can lead to a rift between them and their better half”.

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