India’s Got Latent, initially celebrated as a groundbreaking platform for influencer-driven content, appeared to be reshaping the landscape of brand collaborations. A prime example of this success was Vastrado, a fashion brand that partnered with the show. Vastrado experienced a phenomenal 150% surge in revenue and an astonishing 20-fold increase in website traffic following the airing of its episode. This rapid success demonstrated the immense potential of influencer-driven marketing. However, what began as a viral sensation soon spiraled into controversy, forcing both brands and content creators to reevaluate the boundaries of digital content.

The scandal surrounding the show’s participants, including well-known influencers like Ranveer Allahbadia (BeerBiceps) and comedian Samay Raina, highlighted the complex and often precarious nature of digital content creation. Initially celebrated for its edgy and bold approach, the show quickly became embroiled in controversy, sparking widespread backlash. What followed was a ripple effect that impacted not just the immediate participants but also the broader influencer and comedy ecosystem.

This controversy led to significant repercussions for several content creators, including brand rejections, increased scrutiny, and the pressure to self-censor. Many creators, who had built their audiences on authenticity and unfiltered content, found themselves grappling with new limitations and expectations from both brands and audiences. The fallout extended beyond the show’s immediate participants, creating a sense of caution and unease across the influencer industry.

A notable case was that of Harsh Gujral, a popular stand-up comedian with 3 million Instagram followers. In response to the growing controversy, Gujral quietly removed all episodes of his YouTube show *The Espace Room*. Much like India’s Got Latent, his show included dark humor and explicit jokes, content that was now under increased scrutiny. This move represented a broader shift in how content creators were navigating the evolving landscape of digital content in the wake of public backlash.

Similarly, influencer and vlogger Shenaz Treasury faced the fallout of the scandal when she disclosed that she had been removed from a brand deal. A report indicated that a marathon platform that had been providing her with equity decided to cancel their collaboration, citing concerns over the potential backlash and negative publicity associated with her involvement in the controversy. These cases underscored the growing apprehension brands were feeling when it came to their partnerships with influencers, particularly those associated with potentially controversial content.

Even seasoned comedians like Mumbai-based comic Sapan Verma have had to adapt to the new reality. Verma, known for his stand-up comedy, now pre-screens his jokes with a lawyer before performing them. A report from *The Times of India* revealed that Verma’s workflow involves composing jokes in Microsoft Word, then sending them for legal review via email. The feedback he receives is categorized based on risk level—yellow indicating medium-risk jokes and red denoting high-risk jokes. This level of caution, once considered unusual, is becoming increasingly common among comedians and other content creators as they navigate a more restrictive and legally sensitive digital environment.

The legal landscape surrounding influencer content has also been rapidly evolving. In the ongoing legal proceedings concerning Ranveer Allahbadia, the Supreme Court of India instructed the government to investigate the regulatory frameworks for social media content. The Court emphasized the importance of implementing checks and balances to ensure that content shared on digital platforms does not misuse freedom of expression or cause harm. This ruling is likely to lead to new policies that could reshape the way content is produced and shared on social media, with potential consequences for the entire influencer industry.

The growing controversy has prompted brands to rethink their approach to influencer marketing. As they become more cautious about their associations with controversial influencers, brands are increasingly focused on mitigating risk. This has led to questions about whether the industry is entering a period of increased content regulation, with brands implementing more stringent guidelines for collaborations. Many brands are now wary of working with creators whose content might incite backlash or cause reputational damage.

The shifting dynamics have raised another important question: will influencers and comedians be able to adapt to this changing landscape while still maintaining their authenticity? In an industry where authenticity is paramount to audience engagement, the pressure to conform to stricter content regulations presents a significant challenge. Influencers, many of whom have built their careers on being genuine and relatable, now face the difficult task of balancing creative freedom with the demands of brand partnerships and legal obligations.

Sahil Chopra, CEO of iCubesWire, an influencer marketing agency, observes that in the wake of the controversy, brands are tightening their legal frameworks when it comes to influencer partnerships. Chopra notes that brands are adding more detailed clauses to their contracts in order to prevent misinterpretations and protect their reputations. These legal measures aim to ensure that influencers are held accountable for their actions and comply with agreed-upon content standards. Chopra points out that, in response to the controversy, brands are now more carefully examining an influencer’s previous content, audience engagement, and alignment with their brand values before entering into collaborations. This marks a shift toward more strategic and meaningful partnerships in influencer marketing, where brands seek long-term, risk-conscious relationships with creators.

Typically, brands enter into formal agreements with influencers that clearly outline contractual obligations, content approval processes, and brand guidelines. These agreements are designed to ensure that the influencer’s content aligns with the brand’s messaging, tone, and values, while minimizing potential risks. Brands often prioritize maintaining control over how their products and services are represented in influencer campaigns, with many insisting on pre-approved scripts and legal disclaimers. This increased level of oversight reflects the growing concern brands have regarding the potential for controversy and backlash in the influencer space.

Ambika Sharma, founder and chief strategist of Pulp Strategy, offers valuable insight into the broader implications of the controversy surrounding *India’s Got Latent*. Sharma suggests that while the incident serves as a wake-up call for the industry, it is not entirely unprecedented. Social media boycotts, outrage, and brand backlash have been a recurring feature of the digital age. What sets this particular controversy apart is its speed and scale—how quickly the backlash spread and how it forced brands to reevaluate their influencer strategies.

Sharma argues that while stricter guidelines and legal frameworks are necessary, they alone will not solve the underlying issues facing the influencer marketing industry. The key challenge, according to Sharma, is ensuring that these guidelines help manage risk without stifling creativity or authenticity. Influencer marketing has evolved significantly since its early days, moving away from the “shoot and scoot” model—where brands would work with an influencer on a single campaign and leave the outcome to chance. Instead, brands are now focusing on developing longer-term relationships with influencers based on strategic goals, rather than short-term engagements. This shift toward more formal, legally binding contracts mirrors the model used in traditional celebrity endorsements, where the focus is on managing risk and reputation.

While these new guidelines can help brands mitigate the risks associated with influencer collaborations, Sharma notes that they cannot entirely prevent crises. Instead, these frameworks are better suited to facilitating rapid damage control in the event of a public relations issue. The reality is that crises in the influencer space are inevitable, but having a clear legal framework can help brands navigate these situations more effectively.

The influence of the *India’s Got Latent* controversy cannot be understated. It has fundamentally altered the way brands view influencer partnerships and has forced creators to rethink their strategies. As the influencer marketing landscape continues to evolve, stricter legal frameworks and guidelines will likely become the norm. Brands will increasingly demand greater control over how their products and services are represented in influencer campaigns. At the same time, influencers and comedians will need to strike a delicate balance between remaining authentic and complying with these new expectations. The future of influencer marketing will likely be defined by this balance—between creativity, authenticity, and the growing need for risk management.

Author: kashish ghosh