The influencer marketing industry in India is currently facing a significant setback due to the ongoing controversy surrounding Ranveer Allahbadia’s comments about Samay Raina’s “India’s Got Latent.”
The fallout from this controversy has reverberated throughout the influencer ecosystem, affecting influencer rates and brand deals across the country. As more details emerge, the broader effects are becoming increasingly apparent, with many influencers struggling to maintain their previous earning potential and brand partnerships.
The India’s Got Latent controversy has caused a noticeable decline in the rates of influencers, with some reporting drops of over 50%. According to reports, influencers are not only seeing a decrease in their pricing, but in some cases, deals are being completely cancelled or are no longer being negotiated. Influencers who had no direct involvement in the controversy are also feeling the impact, as the industry becomes more cautious.
Sumon K Chakrabarti, co-founder and CEO of Buffalo Soldiers, an ad agency, highlighted the extent of this shift, stating, “Rates are falling drastically. We’re seeing a reduction of up to 50%, and in some cases, influencers are being overlooked entirely. Even those who had no involvement in the controversy are now facing challenges.” The situation has shifted the influencer marketing landscape, with many professionals left in limbo, waiting for the storm to pass.
While influencer rates have taken a hit, the broader impact of the controversy has affected brand deals in more ways than one. Lifestyle and travel influencer Shivaditya Barjatya revealed that the controversy led to a decline of 5-10% in influencer fees. He noted that influencers who were previously charging around ₹2.5 lakh per deal have seen their rates drop by up to 7%. This shift is particularly felt in the top-tier category, where brands are now exercising increased scrutiny before moving forward with deals. Brands are now more hesitant and cautious, wary of associating with influencers who might carry any controversy along with them.
Even those directly involved in the controversy, like Samay Raina, have suffered financially. Samay reportedly lost a potential deal with an energy drink brand that was in its final stages of negotiation. The deal fell through due to the fallout from the controversy, leaving him without the brand endorsement.
The India’s Got Latent fallout has resulted in a shift in how influencers approach their work and how brands view them. Influencers are now more careful about their public statements and actions, knowing that any misstep could result in significant consequences for their professional relationships. As Ankita Rai, another influencer, explained, “We are all being more cautious with the words we use. We understand that a single slip can cause irreparable damage to both our personal and professional lives.”
This change in attitude is also reflected in the broader marketing industry, as brands are now taking extra steps to evaluate potential risks when collaborating with influencers. The focus is no longer solely on follower count and engagement, but also on the influencer’s reputation and the potential for controversy.
The India’s Got Latent controversy serves as a wake-up call for both influencers and brands in India. The rapidly changing dynamics of the influencer landscape highlight the need for both caution and careful management of public perception. As influencers navigate this turbulent period, they are learning that their influence extends beyond their followers and content – it also encompasses the broader cultural and social implications of their words and actions.
The situation is far from resolved, but it offers an important lesson: in the world of influencer marketing, one controversy can have wide-reaching effects, shaking up rates, brand deals, and professional careers. As the industry moves forward, it remains to be seen how influencers and brands will adjust to this new era of heightened sensitivity and scrutiny.
