“Freedom of Speech”—the most powerful weapon everywhere. But what if people get offended by the speech? What if it hammers family values or spreads bigotry? Should freedom then be restricted, or should it be countered with opposing opinions? Speech becomes a threat when it comes from influential figures—be it our leaders, religious leaders, or influencers with massive followings.

This is where the conflict begins, because nothing is as black and white as it seems. Your words may be loved and laughed at by many, yet at the same time, they can spread hate or discomfort to millions. India is a land of rich culture and principles, where family and its values hold deep significance. That is why we are particularly sensitive to anything that challenges them. When a relatively new art form like comedy crosses this line, it often triggers massive outrage.

But amidst all this chaos, who suffers the most without even being directly involved? The marketers and brands. They are just trying to make business, to milk some profit, yet they find themselves in trouble due to an influencer’s poor remarks. Is this the rise of the downfall—not just for India’s Got Latent but for influencer marketing as a whole?

As a digital marketing agency, here’s our take:

The Downfall of India’s Got Latent

Initially, India’s Got Latent was a viral sensation, attracting brands eager to tap into its edgy humor and massive Gen Z appeal. Over 32 brands, including Spinny, Veeba, and apparel startup Vastrado, partnered with the show. Samay Raina himself collaborated with Sony TV, KFC, Amazon Prime Video, and Unacademy.

However, controversy erupted when Allahbadia posed an offensive question to a contestant, triggering public outrage. The backlash was swift—Raina removed all IGL videos, and brands distanced themselves. KFC erased a reel campaign featuring Raina, Myntra dropped a Valentine’s Day collaboration, and according to industry insiders, the show lost a major FMCG brand deal due to the controversy surrounding Allahbadia’s episode. Influencers involved saw their follower counts dwindle, and potential guests reconsidered appearing on the show.

The Brand Perspective: Virality vs. Values

Influencer marketing is inherently risky, but comedy influencers pose an even greater threat. Comedy relies heavily on improvisation which makes it unpredictable. In a country like India—where outrage over remarks is a daily occurrence—the audience is not yet fully prepared for dank or dark comedy, where pain and grief are satirically mocked.

That said, comedians remain an ideal choice for endorsements—especially in categories like food, clothing, and gadgets—because of their mass appeal and humorous brand tonality. However, brands learned a hard lesson: popularity does not equal credibility. While influencers offer unparalleled reach and engagement, the wrong alignment can lead to severe reputational damage.

A marketing executive from an FMCG brand that avoided sponsoring IGL remarked, “We heaved a sigh of relief. Popularity is not everything in brand building.”

Another apparel brand that once considered partnering with IGL admitted that the show’s unpredictable content was a red flag.

“We saw the traction, but the brand-value fit wasn’t there. The controversy proved that no company wants to risk regulatory scrutiny or audience backlash.”

Influencer Marketing Under Scrutiny

Influencer marketing has exploded in India, with a 322% rise in influencers between 2020 and 2024 (Qoruz). But as the industry grows, so do regulatory concerns and reputational risks.

A recent ASCI (Advertising Standards Council of India) report revealed that 69% of India’s top 100 digital influencers fail to meet advertising guidelines. Non-compliance with ASCI regulations doesn’t just mislead consumers—it also exposes brands to legal and reputational damage.

Key violations include:

• Lack of disclosure: Many influencers fail to clearly label paid partnerships, misleading audiences.
• Exaggerated claims: Brands can face regulatory scrutiny if influencers make misleading statements.
• Unverified endorsements: Promoting untested or controversial products can lead to backlash and legal issues.

With cancel-culture on the rise, a single misstep by an influencer can drag an associated brand into controversy. Even well-established legacy brands are not immune—as seen before when major corporations faced backlash due to influencer partnerships gone wrong.

Digital-First Brands: The Most Vulnerable to Influencer Controversies

While all brands face risks, digital-first brands are particularly susceptible. Unlike legacy brands with years of goodwill and customer loyalty, digital-first businesses rely heavily on influencer-driven engagement and online sentiment. A scandal can result in:

• Instant backlash and boycotts, leading to plummeting sales.
• Loss of consumer trust, which is difficult to rebuild.
• Ad revenue losses, as brands pull marketing budgets away from risky collaborations.

How to Handle This Double-Edged Sword

Rather than abandoning influencer marketing altogether, brands will likely shift toward:

• Stronger vetting processes – Conducting thorough background checks before partnerships.
• Legal and contractual safeguards – Including termination clauses and indemnity provisions in agreements.
• Authenticity over virality – Choosing influencers who align with brand values rather than just chasing numbers.
• More compliance-driven content – Ensuring all influencer endorsements meet ASCI guidelines.
• Long-Term Credibility > Short-Term Virality – Partnering with influencers who align with brand values will yield better ROI.
• Crisis Management Plans Matter – Brands need clear strategies to handle influencer-related controversies.

As Rishabh Gandhi, founder of Rishabh Gandhi and Advocates, explains, “Brands must balance free speech with reputation protection. Contracts should allow for immediate dissociation in case of controversy.”

Well, Samay said, “Abhi Samay Kharab Chaal Raha Hai Lekin Yaad Rakhna, Mai Samay Hoon.”

Comedians can recover from controversies. They can clean up their image—like Tanmay Bhat and Munawar did. But if small brands get caught in the storm, it takes a hell lot of money and time to repair the damage.

So, honestly? The joke is on us—marketers! We conduct research, analyze trends, brainstorm creative campaigns, and execute them with precision—only to get canceled over something we didn’t even say!

As a top digital marketing agency in Kolkata, we assure you—we take risks, but calculated risks. Not the kind that leads to negative publicity. If you want mindful yet creative campaigns that bring you results (not flying chappals), contact us. Let’s make your brand’s Samay right together!