The Ranveer Allahbadia Row: When Lines Blur Between ‘Creativity’ & Absurdity

Today, it is not impossible for celebrities to keep a count of their fans. Look at new-age social media influencers, for instance, who actively keep a tab on their fan following on a real-time basis. 

Not to mention, the power they wield in shaping public opinion and brand narratives is no less than the clout our traditional celebrities once enjoyed. 

But, with a great ability to mobilise opinions comes the inevitable risk of running into controversies. That has been the case of Ranveer Allahbadia. 

Controversies brewed beyond proportion in the last few days when BeerBiceps, as the podcaster is known on social media, made unspeakable remarks in a YouTube show on February 9. 

Frothing backlash shaved over 46,000 followers off his pool of 45.27 Lakh on Instagram by February 11. On YouTube, BeerBiceps lost over 60,000 subscribers from 83.1 Lakh in three days, shows HypeAuditor, a data-driven influencer marketing platform. 

Allahbadia, who received the National Creators Award before the Lok Sabha elections last year, made the comment on comedian Samay Raina’s YouTube show, India’s Got Latent. The comment quickly went viral, sparking outrage among netizens and drawing sharp criticism from politicians, leading to calls for action against him and others involved in the show.

From FIRs to condemnations and cancellation of upcoming shows by celebs continued to rain, posing a significant challenge for the influencer, who had built a strong personal brand through collaborations with top-tier companies like Spotify, Mountain Dew, Amazon Prime Video, Intel, and Wow Skin Science. 

According to a Times of India report, Allahbadia’s net worth exceeds INR 60 Cr and he receives almost INR 35 Lakh a month from YouTube and his business ventures.

Allahbadia Enters Hall of Shame

As the Allahbadia controversy spilled out of social media, the National Commission for Women (NCW) summoned him, along with fellow panellists Ashish Chanchlani, Jaspreet Singh, Apoorva Makhija (popularly known as The Rebel Kid), show host Raina, and the show’s producers Tushar Poojari and Saurabh Bothra. A hearing has been scheduled for February 17. 

An FIR has been filed against them in Assam for “promoting obscenity and engaging in sexually explicit and vulgar discussion” on the show. Chief minister Himanta Biswa Sarma confirmed the FIR in a post on X.

On top of this, Maharashtra Cyber Cell, too, booked Allahbadia, Raina and other artists involved with the show for allegedly making obscene content during the show. A third complaint has also been filed against the creators of the show in Madhya Pradesh’s Indore.

The matter also echoed in the Lok Sabha, with Shiv Sena MP Naresh Mhaske urging the government to evolve guidelines for content on OTT streaming platforms. Shiv Sena (UBT faction) member of Parliament (MP) Priyanka Chaturvedi, also a member of the parliamentary committee on communications and information technology, said that she would raise the issue during the panel’s upcoming meeting on February 13. 

As if this was not enough, National Commission for Women (NCW) chairperson Vijaya Rahatkar also wrote a letter to IT minister Ashwini Vaishnaw, demanding a legislation to bring social media platforms and OTT streaming platforms under the ambit of law. 

Allahbadia subsequently issued a public apology on social media to stub out the outrage. Whether that will be enough to quell the backlash and restore his reputation remains to be seen. Even Raina has deleted all episodes of the show and said that he will “fully cooperate with all agencies to ensure their inquiries are concluded fairly”.

The controversy has blown the lid off issues like an influencer’s responsibility, free speech, and digital content regulation. 

This has also paved the way for a debate about influencers coming under the same guardrails as traditional media. More so, where should the line be drawn, especially when the internet is accessible to people of all age groups, including children? 

Creativity Or Absurdity?

Infamous for holding no bars while speaking, Allahbadia has yet again brought to the fore the debate on how much “creative” freedom (concerning speech and expression) should be allowed on online public platforms. 

Pranav Panpalia, founder of influencer marketing agency Opraahfx, stressed the importance of creative freedom, adding that it is the essence of impactful storytelling. 

“However, the line between bold expression and responsible influence is often blurred. While some may overstep it, it ultimately comes down to the creator’s awareness and intent in shaping the narrative,” he said.

According to marketing experts, it should be the first responsibility of companies, channels, platforms or any entity leveraging influencers to align them with their ethos. However, influencers like Allahbadia, who often take pride in holding no bar, today seem to be enjoying a free pass. 

This is because influencer marketing in recent years has seen exponential growth, riding on the popularity of social media platforms. In India, the market is expected to reach INR 3,375 Cr by 2026, clocking a CAGR of 18%, according to an EY report. The market was estimated at INR 2,344 Cr in 2024.

Since influencers come with a huge follower base, they are often used to amplify the brand reach, and sometimes an entity’s values get overshadowed due to preposterous USPs of influencers, which could range from absurd dialogues to ludicrous actions. This time, Allahbadia seems to have outraced everyone with his latest misadventure, many believe.

One wonders whether marketing agencies should thrash out stricter ethical guidelines or crisis management protocols to avert such a scenario. Strict norms may create confusion, as there is no clear black-and-white approach to creativity, Panpalia said. Instead, it should be up to creators to take ownership of their content, be mindful of their influence, and make responsible choices that align with audience expectations.

According to Shradha Agarwal, cofounder and global chief executive of Grapes Worldwide, the role of marketing agencies comes into action as they come with the expertise to curate campaigns that encourage ethical practices. Conforming to social and moral responsibility, they are at the forefront of ensuring that ads are in alignment with the guidelines outlined by the regulatory bodies. 

Allahbadia Becomes A Headache For Brands?

When such controversies erupt, the ripple effect extends beyond the influencer – it impacts brands, advertisers, and agencies that facilitate their collaborations. While some brands may swiftly distance themselves from an embattled creator, others might opt for a wait-and-watch approach. 

Brands that had collaborated with Allahbadia now find themselves on a sticky wicket. Though no official statements have been released, past incidents suggest that companies prefer to distance themselves from controversy, rather than risk their reputation.

The fallout has extended beyond corporate ties as well. Singer B Praak cancelled his planned appearance on Ranveer’s podcast. “This is not our Indian culture,” he reacted. 

Moving on, controversies can sometimes keep an influencer in the limelight, even if it’s for all the wrong reasons. Despite the backlash Allahbadia is facing, his name has become inescapable across social media and news outlets. 

However, as per Panpalia, authenticity and credibility make an influencer’s career sustainable, and not momentary virality, as that doesn’t make a lasting impression. The key is to engage with the audience meaningfully rather than chasing attention through negativity. It is a temporary approach, he said.

The Allahbadia incident serves as a cautionary tale for influencers, brands, and agencies alike. Striking the right balance between creative expression, ethical responsibility, and brand alignment is crucial in navigating the complex world of influencer marketing.

Not The First Influencer Lunacy

While controversies surrounding Indian influencers is nothing new, Allahbadia’s latest folly is a reminder of more such silly stuff said and done by several influencers in the past.

Just last year, actor Poonam Pandey found herself in a spot after she spread the hoax of her death to raise awareness for cervical cancer. While initial reports led many to believe she had died, it was later revealed as a publicity stunt. 

Earlier in 2015, the now-dissolved comedy collective AIB faced a barrage of FIRs for its roast ”Knockout”, which was panned online for “vulgar” and “obscene” language. While the group eventually apologised, almost all individual members of the group appear to be back on their feet and continue to be popular among content watchers. Even Pandey has 4 Mn followers on Instagram. 

So, does that mean controversies have little to no impact on the future prospects of these online celebs? While the jury is still out on this, such instances appear to have a direct consequence on the allied ecosystem. 

The latest fiasco appears to have emboldened critics to push the government to regulate both OTT streaming platforms and social media sites. As a result, digital platforms may now look to proactively clamp down, rather than reactively, on content that is deemed as crossing a line. 

In addition, the row also appears to have sent alarm bells ringing across the corridors of marketing agencies, with many re-evaluating contingency measures to prevent the controversy surrounding content creators spilling over to the brands these online celebs represent. In the worst case scenario, marketing agencies could have a bigger say in how influencers craft brand campaigns, taking the power away from the creators themselves. 

So, all in all, while the onus lies on creators to draw the line between what is vulgar and what is worthy of dissemination online, the key question is who decides the line? Beyond boycotts and disengagement, can India’s content creator ecosystem walk a tightrope between artistic freedom and so called morality? Only time will tell.