Charles Dickens sums up the Ranbeer Allahabadia episode quite well: “It was the best of times, it was the worst of times.”
Both go hand in hand these days. Free speech and hate speech are the co-founders of the latest digital content startup, and it’s doing rather well. Frankly, worse has been said online — head over to X, or watch clips of any political debate on national TV.
My intention is not to sit in judgement — of course, the social media influencer known as Beer Biceps crossed the line — but to map the fallout of the episode on brands, and on marketing.
In the digital era, content creators and influencers are brands in themselves. Every podcast, video, or post they share contributes to their brand image and perception.
The Allahabadia episode is a case study in reputation management, brand crisis response, and the fine balance between free speech and responsible branding.
To expand, how do brands navigate the freedom of online speech while protecting their credibility?
Not safe for work
Here’s Abhijit Astana, aka Gabbar Singh, the original Twitter influencer, on the episode: Influencer marketing is still nascent, where the ROI is still debated in “marketing boardrooms. Considering this, a brand can be blindsided when one of their endorsers changes genres, and suddenly becomes nsfw (not safe for work). Ranveer was supposed to be a clean, spiritual, motivational guru kind of a figure, and suddenly flipped in a show. Brands will be wary now, and tread cautiously”.
I remember American podcaster Joe Rogan also faced heat during Covid for promoting vax doubters — there were celebrities who pulled out of Spotify in protest.
From a branding and marketing standpoint, the impact can be analysed in three areas:
Brand trust and credibility — Influencers rely on audience goodwill. When a public figure engages in behaviour perceived as abusive, it creates a trust deficit… negative media coverage, viral backlash erode an influencer’s brand authority.
Sponsorships and business partnerships — Influencers and podcasters monetise their content through brand collaborations, sponsorships, and partnerships with premium advertisers. Controversies make brands hesitant to associate with an influencer.
Audience and market positioning — Brand positioning should be intentional, not accidental. A content creator must be clear about their audience and brand voice.
According to Hari Krishnan, adman and founding member of India Influencer Governing Council, “The issue here is not ‘what’ was said but ‘who’ said it — Ranveer had transcended the line from digital influencer to youth celebrity. And with that comes a great deal of responsibility, since more stakeholders (parents, government, institutions) in society are now getting to watch his content amplified through mass media.
“Advertisers will tread with caution and stay away, citing risk to brand safety.”
Infamous by design
But wait. Decades ago, Mick Jagger, the legendary frontman of the Rolling Stones, said, “I don’t care what they write about me on Page 37, as long as my picture is on the cover.”
So, is negative publicity good? Actually yes, in some rare cases. Kanye West has repeatedly made provocative statements, sometimes leading to backlash, but also keeping him in the media cycle, boosting streaming numbers and product sales — though major brands like Adidas cut ties, costing him billions.
Former kickboxer and influencer Andrew Tate was deplatformed for misogynistic comments, but this only increased his visibility, with his followers spreading his content across social media.
Seriously, I don’t think Indian brands will touch West or Tate with a bargepole.
I’ll let Samriddhi Katiyal of INFLUNS, an AI-driven influencer marketing platform, have the last word: “This controversy is a wake-up call for brands investing in influencer marketing… brands must prioritise authenticity, values alignment, and risk mitigation. The future of influencer marketing lies in transparency, data-driven credibility, and ensuring that partnerships reflect the ethical expectations of modern consumers. The right voices can build trust — while the wrong ones can erode it overnight.”
(Shubho Sengupta is a digital marketer with an analogue past)
