Punjabi makeup artist and social media influencer Mad Sandhu was shot dead in Amritsar on Saturday evening. He was attacked at around 6 pm on Loharka Road, where two motorcycle-borne assailants opened fire.

The attackers fired two to four rounds at close range, police said. Sandhu collapsed on the road. Bystanders rushed him to a private hospital, where doctors declared him dead.

Sandhu, whose full first name was Madhusudan, had around 2.4 lakh followers on Instagram. He was the founder of the Mane Lane Unisex Salon in Amritsar. He had appeared in the Punjabi film Oye Bhole Oye.

He was known for speaking openly about LGBTQ+ acceptance and social norms. His last Instagram post, shared two hours before the attack, showed him dancing.

Police have lodged an FIR and recorded the family’s statement. Deputy Commissioner of Police Prabhjot Singh Virk said the probe is in its early stages and police have leads.

An audio clip claiming responsibility is going viral, but police have not verified it. Reports said Sandhu had received death threats over his social media content.