'India's Got Latent' Controversy Impacts Influencer Marketing, Rates Drop: Report

The fallout from the India's Got Latent controversy has had a ripple effect far beyond Ranveer Allahbadia, impacting the broader influencer community. What started as backlash over a controversial comment has now led to a significant decline in influencer marketing rates, with some influencers even losing brand deals, according to reports.

Influencers Face Pay Cuts and Canceled Deals
The controversy has made brands more cautious, resulting in some influencers seeing their rates drop by over 50% and others being entirely overlooked. "The drop is significant. Some influencers are losing deals even if they had nothing to do with the controversy," said Sumon K Chakrabarti, CEO of advertising agency Buffalo Soldiers.

Lifestyle and travel influencer Shivaditya Barjatya noted that macro-influencers who previously charged around ₹2.5 lakh per campaign have seen their rates decrease by 5-7%. "Brands are now scrutinizing influencers more closely. A large following, which once impressed brands, is now making them more cautious," he added.

Comedian Samay Raina, who hosts India's Got Latent, also suffered financial losses due to the controversy. He was close to finalizing a brand deal with an energy drink company, but the deal was canceled. Meanwhile, stand-up comic Harsh Gujral admitted he removed two episodes of his new show Escape Room to avoid potential backlash.

What Sparked the Controversy?
The uproar began last month when Ranveer Allahbadia made an inappropriate remark during a members-only episode of India's Got Latent. He asked a contestant: "Would you rather watch your parents have sex every day for the rest of your life or join in once and stop it forever?" The clip quickly went viral, drawing widespread criticism.

Ranveer later posted an apology video, but the damage had already been done. Last week, he and Apoorva Mukhija appeared before the National Commission for Women (NCW), where they submitted written apologies after being questioned for hours.

Stronger Scrutiny for Influencers
The controversy has forced influencers to be more cautious with their words and content. "I personally know a few influencers who have lost brand deals because of this situation," said influencer Ankita Rai. With brands becoming more selective and public scrutiny at an all-time high, the influencer landscape is undergoing a major shift.