Brands To Rethink Influencer & Celebrity Marketing

Brands Reassess Influencer Marketing After "India’s Got Latent" Controversy and it is the time to FaceOff the fact .

The "India’s Got Latent" controversy, triggered by a comedian’s remarks, has led to a ripple effect in the influencer marketing space. Concerned about potential backlash, brands are reevaluating their partnerships with influencers, resulting in reduced collaborations and financial setbacks for many content creators.

Following the controversy, companies are becoming increasingly selective about influencer associations. Even those who were not directly involved in the incident are facing fewer brand deals, as brands rethink their influencer strategies to safeguard their reputation.

To mitigate risks, businesses are introducing tighter legal frameworks for influencer collaborations. These include detailed contract clauses to prevent misinterpretations, ensuring that brand messaging remains consistent and free from controversy.

Brands are now conducting deeper background checks before engaging influencers. They are carefully analyzing past content, audience engagement quality, brand alignment, and authenticity to ensure partnerships are meaningful and controversy-free.

The incident has prompted a potential paradigm shift in influencer marketing, with brands moving away from short-term campaigns to more strategic, long-term collaborations that prioritize brand safety and credibility.

Sumon K Chakrabarti, co-founder and CEO of ad agency Buffalo Soldiers, notes that some influencers have seen a sharp drop in earnings, while others have lost brand deals altogether, underscoring the significant impact of the controversy.

As brands take a more calculated approach to influencer marketing, content creators may need to adapt to evolving industry standards, ensuring that their engagement strategies align with brand values to maintain credibility and partnerships.