Ranveer Allahbadia, better known as BeerBiceps, is no stranger to brand collaborations. With a massive following and high-profile sponsorships, he has been a go-to name for influencer marketing. But in a matter of days, his reputation has taken a hit. The fallout from his controversial appearance on Samay Raina’s India’s Got Latent has triggered an FIR, public outrage, and a significant drop in followers—over the past five days, according to influencer analytics platform Qoruz, he has further lost 25,000 followers on Instagram and over 40,000 subscribers on YouTube. “Our society is family-oriented and such controversies can have significant repercussions. Depending on the severity, the setback may differ. In his case, the prompt apology may mitigate some damage but it won’t negate it,” Anita Shekhar Castellino, Counsel, Bombay High Court and Convenor, ILAW, told BrandWagon Online.
Brands that were once associated with him—Spotify, Mountain Dew, Amazon Prime Video, Intel, and Wow Skin Science—are now in an uncomfortable position. While no official statements have been made, history suggests that companies tend to distance themselves when influencers find themselves at the centre of controversy. As B Praak, a popular singer, stated while cancelling his podcast appearance, “This is not our Indian culture.”
But the bigger story here isn’t just about Allahbadia. It’s about how fragile influencer marketing really is.
Influence thrives on trust and controversies break it
At its core, influencer marketing is built on credibility. Unlike traditional celebrities, influencers gain their following through relatability and trust, making them a powerful tool for brands. But when that trust is broken, the impact isn’t limited to the influencer—it ultimately also spills over onto the brands that they represent.
“When influencers get caught in controversies, it directly impacts their credibility and brand value,” Vaishnavi Boora, fitness and lifestyle creator said. “Brands associate with influencers to build trust and a positive image, but any negative publicity can make them hesitant to collaborate.”
The issue isn’t just about public perception. The risk of backlash means brands are set to walk over a tightrope above millions of audience. With social media acting as a raging tool, consumers today are quick to call out companies that align with controversial figures, often leading to boycotts and disengagement.
Why are brands hesitant about the risk?
Let’s be real, the influencer economy isn’t a monopoly anymore. With a variety of influencers available in almost all languages recognised by the country, brands have options to choose from. If one influencer lands in trouble, there’s always another ready to take their place.
“Brands won’t spend millions on a campaign only to see it hijacked by controversy,” Anirudh Sridharan, Co-Founder, HashFame, commented. “The risk isn’t worth it, especially when there’s no shortage of creators to choose from,”
Shivani Gupta, managing partner – Culture & Brand Reputation, SPAG FINN Partners, emphasises a three-level approach before partnering with influencers which is authenticity, filtration and sentiment analysis. This cautious approach isn’t paranoia—it’s self-preservation.
Can a controversy ever be good for an influencer?
There’s a flip side to this, though. Sometimes, a controversy keeps an influencer in the spotlight. While Ranveer Allahbadia is facing backlash, his name is everywhere.. “Ranveer’s remarks might seem inappropriate and potentially damaging, but they could also be a deliberate attempt to gain attention—one that was fairly successful. Like many publicity stunts, it will eventually be managed,” Hariom Seth, founder, Tagglabs, said.
“This controversy has actually catapulted Ranveer onto a different framework altogether,” Harish Bijoor, business and brand strategy expert, noted. “While it portrays him as insensitive, it also pushes his imagery to the front foot of the influencer market.”
But there’s a catch. If legal troubles escalate, brands will step back permanently. “Brands will initially sit on the fence and wait for the legal and police issues to unfold. If all of that settles down, Ranveer is back in business. If not, he’ll suffer as brands distance themselves.”
Be like Ranveer Allahbadia?
The Ranveer Allahbadia controversy serves as a wake-up call for influencers. Being popular isn’t enough—responsibility matters. Every podcast, tweet, and video carries the weight of their personal brand and the brands they endorse.
We believe collaborations should be viewed from the lens of shared values. While we strongly believe in responsible messaging, we also advocate for greater tolerance in an environment where targeted hate is becoming a norm.” Madhurima Mallik, Regional Communication, voice and media advisor, IPPF South Asia Region, commented.
That’s the tricky balance influencers must maintain. Freedom of speech exists, but so do consequences. In an industry that thrives on perception, one misstep can cost millions—not just for the influencer, but for the brands betting on them.