The recent controversy involving influencers Ranveer Allahbadia and Samay Raina has ignited discussions about the reliability of influencer marketing. Brands are now evaluating the potential risks associated with partnering with influencers whose content may lead to public backlash.
The controversy arose from a segment on Samay Raina’s YouTube show, “India’s Got Latent,” where guest Ranveer Allahbadia made remarks that were widely criticized as inappropriate. The backlash led to legal actions and compelled Raina to remove all episodes of the show from his channel.
In response to the negative publicity, several brands and marketers have distanced themselves from the involved influencers and the show. This incident underscores the challenges brands face in ensuring brand safety when collaborating with influencers, especially when content lacks traditional editorial oversight.
Despite such controversies, influencer marketing remains a significant component of many brands’ strategies. Reports indicate that in 2025, over 50% of brands plan to increase their spending on creators. However, there’s a noticeable shift towards partnering with larger, more established influencers to mitigate risks associated with unpredictable content from smaller creators.
While larger influencers offer broader reach, they often come with higher costs and potential risks. On the other hand, micro and nano-influencers, despite their smaller audiences, tend to have higher engagement rates and are perceived as more authentic. Brands are now tasked with finding a balance between maximizing reach and ensuring content aligns with their values.
The incident involving Allahbadia and Raina serves as a reminder for brands to exercise due diligence in their influencer partnerships. While influencer marketing continues to be effective, it’s crucial for brands to implement comprehensive vetting processes and maintain open communication with influencers to ensure content aligns with brand values and public expectations.
Key Highlights:
- A recent controversy with influencers Ranveer Allahbadia and Samay Raina has led brands to reconsider the risks of influencer partnerships.
- Despite plans to increase spending on influencer marketing in 2025, brands are shifting focus towards larger, more established influencers to mitigate risks.
- Balancing reach with authenticity and brand safety remains a key challenge in influencer marketing strategies.