John Abraham to Deepika Padukone, why celebs 'go dark' on social media

The world may be a dark, dark place as it is, but Instagram can get darker when celebrities decide to, well, go dark. But, that is also what will show us the light.

If you are in Delhi, going dark this time of the year means pulling out your black leather jacket, favourite pair of thigh-high boots and rocking that dark shade of lipstick you've been holding on to as Gollum did to his precious in Lord of the Rings. But for celebrities - and sometimes brands - going dark has a whole other meaning. It means 'deleting' your social media posts - ALL OF THEM - including your display picture, and making fans wonder 'what the fishnet stockings just happened!' Exactly what John Abraham did yesterday, December 14.

Soon, the newsroom started buzzing with murmurs of his account being hacked. Right after Prime Minister Narendra Modi's Twitter was hacked earlier this week, this seemed to be a legitimate conclusion. But this was no cyber attack, it was all for the promotion of his upcoming film, ironically titled, Attack. The film, starring John Abraham, Jacqueline Fernandez and Rakul Preet Singh, incidentally also deals with digital hacking. See how everything came together for John? But he isn't even the first celeb to have ever done that, not even in India, forget the world.