While acknowledging that modern cricketers are building personal brands and managing their public image, Ashwin made it clear that such efforts cross a line when they come at the expense of fellow players.“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 dominance of such narratives has begun to shift attention away from the game itself, with discussions increasingly revolving around individuals rather than cricketing substance.Drawing from personal experience, he pointed to the reaction he received after analysing the dismissals of India’s Test and ODI captain Shubman Gill. 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,” Ashwin said.“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,” he added.Meanwhile, the veteran off-spinner called time on his international career midway through the 2024-25 Border-Gavaskar Trophy after being omitted from the Perth Test. He announced his decision during the post-match press conference in Brisbane. With Washington Sundar preferred ahead of him, Ashwin recognised that the team was heading in a new direction. He finishes as India’s second-highest wicket-taker in Tests, behind Anil Kumble, having claimed 537 wickets in 106 matches.