Clash of Reach, Influence, and Perils: Can brands afford the risk of betting on influencers for the long haul?

Influencers thrive on personal storytelling and niche engagement, but their content isn't always ‘brand safe.’ Algorithms change, personal choices evolve, and creators operate without the editorial oversight of traditional media. This lack of control makes them a double-edged sword for advertisers.

Influencers operate in a highly dynamic space where things don’t undergo the same level of curation as traditional media. This can often lead to controversies, creating a volatile environment for brands.

Ranveer Allahbadia, Samay Raina controversy: blow to brand deals & India’s Got Latent | Godrej Agrovet names Sunil Kataria as CEO and MD – Designate

The combined pressure from state agencies and the public has now led to calls for the complete removal of all 18 episodes of the show from YouTube.

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BeerBiceps’ “cringe” comments cost him thousands of followers – Are brands next?

Slamming Ranveer Allahbadia, the Supreme Court said, "The words you have chosen, parents will feel ashamed. Daughters and sisters will feel ashamed. The entire society will be ashamed. These are the levels of depravity you and your henchmen have gone to." (Image: GQ India)

Are brands dropping BeerBiceps aka Ranveer Allahbadia after his controversial comments?

Sunil Kataria, Managing Director – Raymond Lifestyle, steps down

Sunil Kataria stated, “I am thankful to Mr. Singhania and the entire Raymond Lifestyle team for this unique opportunity to lead a brand with such a rich legacy. It has been an enriching journey, and I am proud of the progress we have made together. I leave with great confidence in the company’s future and its ability to achieve new milestones.”

The existing senior management team led by executive chairman, Gautam Hari Singhania will oversee the business operations.