India's Got Latent Controversy Triggers Decline in Influencer Marketing Rates: Report
14 days ago | 5 Views
The debate regarding Ranveer Allahbadia's remarks about Samay Raina's India’s Got Latent persists, leading to significant consequences that are profoundly affecting the influencer marketing sector. Following the negative response, numerous influencers have reported a notable decrease in their fees, with several facing the cancellation of agreements, as indicated by a recent report.
The ripple effect of IGL controversy
According to a report by Money Control, the fallout from the India’s Got Latent controversy has had a significant impact, influencing not only Ranveer's career but also the wider influencer community.
"The decline is considerable, with rates plummeting by more than 50 percent in certain cases, and in some situations, influencers are not even being considered for partnerships. The current state of affairs is such that during renegotiations, if an influencer is not being considered at all, there is little left for them to negotiate... Influencers have lost contracts, including those who were not involved in this controversy," stated Sumon K Chakrabarti, co-founder and CEO of the advertising agency Buffalo Soldiers.
Lifestyle and travel influencer Shivaditya Barjatya noted that there could be a 5-10 percent reduction in the fees charged by influencers for brand collaborations. He remarked, “A macro influencer who typically charges around ₹2.5 lakh has experienced a decrease of approximately 5-7 percent following the controversy involving Ranveer Allahbadia and India's Got Latent. Brands are increasingly cautious, which has affected the top tier of influencers. The large followings that once attracted brands are now subject to greater scrutiny."
Samay also experienced a loss of a brand deal due to the controversy surrounding the show. He was on the verge of finalizing a contract with a company in the energy drink sector, but the agreement ultimately fell apart.
The situation has prompted greater caution in how influencers present themselves, as noted by Ankita Rai, who mentioned that several influencers have lost brand partnerships.
Recently, during a performance, standup comedian Harsh Gujral revealed that he removed two episodes from his new show Escape Room due to concerns about potential backlash.
What is the India's Got Latent controversy?
Last month, Ranveer Allahbadia faced significant backlash due to his inappropriate remarks made during a YouTube episode of India's Got Latent. Following the incident, he issued an apology through a video message a few days later, although many individuals took to social media to express their disapproval of the YouTuber's jokes, which were perceived as offensive and derogatory.
In a members-only segment of Samay’s show, India’s Got Latent, Ranveer posed a controversial question to a contestant: "Would you rather watch your parents engage in sexual activity every day for the rest of your life or participate once and end it forever?" Last week, both Ranveer and Apoorva Mukhija appeared before the National Commission for Women (NCW), where they provided written apologies after undergoing extensive questioning.
"Get the latest Bollywood entertainment news, trending celebrity news, latest celebrity news, new movie reviews, latest entertainment news, latest Bollywood news, and Bollywood celebrity fashion & style updates!"
