When influencer buzz turns brand risk: Lessons from the Ranveer Allahbadia fallout

The controversy surrounding national award-winning creator and podcaster Ranveer Allahbadia once again shows that one person’s sense of humour could well be cringe for another. It all came down to an inappropriate question that he asked a contestant on comedian Samay Raina’s India’s Got Latent show, which was “Would you rather witness your parents having sex every day for life or participate once to stop it forever?”

The comment sparked widespread outrage online, with many condemning it as inappropriate and offensive. In response to the backlash, the episode was taken down from YouTube, and several legal complaints were lodged against Allahbadia and fellow panelists Ashish Chanchlani, Jaspreet Singh, Apoorva Makhija, and Samay Raina.

Following the backlash, Allahbadia’s Instagram following reportedly dropped by thousands, and several potential guests have distanced themselves from his podcast. As the controversy escalated, singer B Praak publicly criticized Allahbadia and cancelled his upcoming appearance on The Ranveer Show.

On Wednesday, Raina announced on social media that all episodes of his YouTube show, India’s Got Latent, had been taken down amid the ongoing controversy. Allahbadia also posted an apology for his statements, but it seems to be a case of too little, too late.

 

 

 

 

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A post shared by Ranveer Allahbadia (@beerbiceps)

The controversy has sparked a heated debate not just across social media platforms, but even the Parliament. It yet again underscored the volatile nature of influencer marketing and the inherent risks brands and agencies face when partnering with digital personalities.

The social media fallout has affected brand collaborations, impacting both the influencers involved and the show India’s Got Latent, as advertisers reconsider their associations. The hullabaloo has sparked renewed conversations about influencer accountability especially as brands increasingly lean on these digital content creators for their campaigns.

Brands are likely to be more selective when choosing collaborators, evaluating factors such as audience demographics, campaign objectives (reach versus relevance), and brand alignment. While influencer partnerships remain valuable due to the creative flexibility they offer, marketers may exercise stricter vetting processes to mitigate potential risks.

Creativity is fine, but sensibility is better

As a millennial and a PR professional, my perspective on this issue is rooted in a sense of righteousness and respect for appropriate behaviour. While it is essential to allow room for creativity and individuality, there must be an understanding of boundaries, especially in public forums.

Gen Z’s unapologetic and often unfiltered way of communication brings refreshing honesty but also poses risks. Brands must strike a balance, encouraging authentic content while maintaining a level of decorum that resonates with their audience

The Allahbadia incident is a wake-up call for the industry. It highlights the need for proactive measures, including stringent vetting processes, robust contractual agreements, and continuous communication. Brands and agencies must stay vigilant, adapting to the evolving digital landscape while safeguarding their reputation.

In an era dominated by cancel culture, the stakes are higher than ever. Brands must navigate this landscape with caution, ensuring that their collaborations uphold not only creativity but also ethical and professional standards.

While it is essential to allow room for creativity and individuality, there must be an understanding of boundaries, especially in public forums. Gen Z’s unapologetic and often unfiltered way of communication brings refreshing honesty but also poses risks.

Tread with caution

Brands must strike a balance, encouraging authentic content while maintaining a level of decorum that resonates with their audience. They must establish terms that outline expected conduct, content parameters, and repercussions for breaches.

These contracts serve as a safeguard, ensuring that influencers are aware of their responsibilities and the potential consequences of their actions. Furthermore, regular training and communication can help influencers align with brand values and understand the impact of their behaviour.

The influencer marketing landscape thrives on creativity and authenticity. However, ethical standards cannot be compromised.

Brands must encourage influencers to express themselves while adhering to a code of conduct that reflects the brand’s values. This balance ensures that content remains engaging and relatable without crossing lines that could lead to controversy.

Companies and their creative agencies must adopt a strategic approach to influencer partnerships. This involves thorough background checks, content audits, and ongoing monitoring. Understanding an influencer’s audience, tone, and previous engagements is crucial.

Additionally, brands should consider building long-term relationships with influencers who have demonstrated consistency, reliability, and alignment with brand ethos. This approach minimises risks and fosters genuine connections with the audience.

At the end of the day, influencer marketing is a double-edged sword—high engagement comes with high stakes. A single misstep can turn a brand asset into a liability overnight. The question brands must ask isn’t just who to partner with, but how much risk they’re willing to take.

 - Nidhi Mehta, PR Specialist for lifestyle and hospitality brands.