Samay Raina’s Comeback: Will Brands Return?

Samay Raina is back in the spotlight with his new stand-up special Still Alive, revisiting the India’s Got Latent controversy that shook the internet last year. But beyond the jokes and callbacks, the bigger conversation is around brands.

Despite backlash, several new-age brands continued collaborating with Raina, cleverly using the controversy-driven narrative to create high-engagement campaigns. From edgy humour to meme-led marketing, the strategy worked — but it also came with reputational risks.

Now, with hints of a possible India’s Got Latent return and a “more neutral” creative direction, marketers are once again watching closely. Will brands re-enter the chaos-driven content space, or play it safe this time?

One thing is certain: controversy is no longer just a PR challenge — it has become a marketing tool.