Ranveer Allahbadia, or BeerBiceps, finds himself at the centre of a growing controversy. His comments on India’s Got Latent have led to an FIR, backlash from political leaders, a discussion in the parliament and 1,42,000 followers abandoning him, according to Qoruz, an influencer analytics platform. Brands that once backed him, including Spotify, Mountain Dew, and Amazon Prime Video, are now under pressure to respond.
But while Allahbadia’s reputation has taken a hit, there’s another side to this: he’s more talked about now than ever before. Could this controversy actually work in his favour?
Infamy sells: The attention economy at play
The outrage over Allahbadia’s remarks has made him a trending topic across social media, news portals, and even political discussions. And in today’s world where people’s memory span lasts shorter than a reel, attention is everything.
“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,” Hariom Seth, founder of Tagglabs, told BrandWagon Online. “Like many publicity stunts, it will eventually be managed.”
Brand expert Harish Bijoor agrees, pointing out that the controversy has unexpectedly pushed Allahbadia’s presence further into the influencer market. “While it portrays him as insensitive, it also pushes his imagery to the front foot. If the legal trouble settles down, he could bounce back even stronger.”
This isn’t unheard of. Many public figures have turned scandals into career boosts, leveraging increased visibility to maintain relevance. But it’s a dangerous game—especially in the influencer space, where credibility is everything.
The risk for influencers: Can controversy pay off?
For brands, influencers are not just content creators—they are reputational assets. Any controversy linked to them reflects directly on the companies they work with.
“An influencer’s controversy doesn’t just tarnish their reputation—it directly impacts the brands they endorse,” Durvesh Yadav, CEO, Rising Star Communication, said. “Consumer trust in associated brands takes a hit, often leading to disengagement, scepticism, and even boycotts.”
That’s why brands are careful when choosing partners. Chetan Mahajan, founder, The Mavericks, explained that while corporations can replace a spokesperson, influencers cannot separate their brand from their identity. “Negative publicity may work for unknown figures seeking visibility, but for established creators, sustained negative attention erodes trust—something far harder to rebuild.”
This is why Allahbadia’s next steps will be crucial. If the backlash continues, brands may start distancing themselves permanently.
Free speech vs responsibility: Where’s the line?
Beyond brand deals, Allahbadia’s remarks have sparked a wider debate on free speech and accountability. Influencers thrive on pushing boundaries, but when does it cross the line into unacceptable territory?
“Freedom of speech is a fundamental right, but it comes with responsibility,” Advocate Anita Shekhar Castellino, Counsel, Bombay High Court and Convenor, ILAW, said. “You can’t just make an offensive statement and expect to erase its impact with a simple apology. Words have consequences, especially when they touch on deeply rooted values like family and respect.”
Regulation is another question. While Sidharth Chandrashekhar, advocate and counsel, Bombay High Court, acknowledges that government agencies have the power to act, he suggests a community-driven moderation system instead. “A hybrid approach—where platforms implement strong moderation with periodic regulatory oversight—can balance creative freedom with public decency.”
Will brands stay or walk away?
For now, brands are watching from the sidelines. They will wait to see how the legal situation unfolds before making decisions. If Allahbadia manages to ride out the storm, he may come out with an even stronger, more defiant personal brand. But if legal trouble deepens, brands will cut ties and move on. After all, in the influencer economy, credibility is currency—and once lost, it’s nearly impossible to buy back.