Ranveer Allahbadia controversy: Dropping subs, distancing brands—price of a risky joke?

With 3.4 million followers, 48% of whom primarily fall in the 18-24 age group, Ranveer Allahbadia, popularly known as BeerBiceps, is one of India’s most recognised content creators. His reach and engagement make him an attractive prospect for brands looking to tap into the youth market. According to Qoruz data, his posts and reels receive an average of 61K likes, 88 comments, and 809.3K views per reel, with an estimated reach of 570.9k.

However, recent numbers suggest a slight dip in both engagement and popularity. Why? 

To paraphrase Spiderman, with immense influence comes immense responsibility. Allahbadia made a risque joke at Samay Raina's YouTube show 'India's Got Latent' and has sparked widespread debate about the impact of influencer behaviour on brand partnerships and public trust.

The repercussions of the incident are beginning to show, with Indian singer and music director B Praak pulling out of Allahbadia’s YouTube podcast, calling the controversy “pathetic.” 

Apart from Allahbadia and Raina, others guests at the show like Ashish Chanchlani, Jaspreet Singh and Apoorva Makhija have FIR registered against them in the aftermath of the controversy. 

Today @GuwahatiPol has registered an FIR against against certain Youtubers and social Influencers, namely
1. Shri Ashish Chanchlani
2. Shri Jaspreet Singh
3. Shri Apoorva Makhija
4. Shri Ranveer Allahbadia
5. Shri Samay Raina and others
for promoting obscenity and engaging in…

— Himanta Biswa Sarma (@himantabiswa) February 10, 2025

If reports are to be believed, the Ministry of Information and Broadcasting will be issuing a notice to Raina about the comment. 

With the situation taking a turn for the worse every day, How long before brands start distancing themselves from the creator as well?  

The controversy

Allahbadia recently faced severe backlash for a distasteful comment about parents and sex on Raina’s YouTube show, known for its edgy and sometimes offensive humour and a strong youth following. Soon, a police complaint was filed against the show’s organisers and participants, accusing them of making deliberate obscene remarks about women for financial gain and online popularity.

Sandeep Goyal, Managing Director of Rediffusion, believes controversies like these are often strategic. “The brand value of these influencers is highly exaggerated and puffed up. Such controversies help them stay in the limelight. Most of these misadventures are planned and executed with precision by their PR teams. They know such mischief hogs headlines, but they can get away with an apology. So, a well-planned manoeuvre, well executed!” he says.

Grapes Worldwide CEO Shradha Agarwal, weighed in on the controversy, stating, "Ranveer's remarks didn’t sit well with the audience or brands. Campaigns that were set to go live will likely be put on hold, and potential brand collaborations may hesitate, at least until the controversy settles. Much like trading, this backlash could drive his value down—making it a strategic time for brands to negotiate deals at a lower cost." 

In response to the outrage, Allahbadia issued a public apology on X (formerly Twitter), admitting that his remarks were inappropriate and lacked sensitivity. He stated, “Comedy is not my forte,” and acknowledged that what happened on India’s Got Latent “wasn’t cool.”

I shouldn’t have said what I said on India’s got latent. I’m sorry. pic.twitter.com/BaLEx5J0kd

— Ranveer Allahbadia (@BeerBicepsGuy) February 10, 2025

Follower decline amid controversy

Despite the apology, the controversy has led to a noticeable dip in his following, with over 8,358 followers lost in the past five days—4,205 from his BeerBiceps account and 4,153 from his personal Ranveer Allahbadia account.

He has over nine years of experience in content creation and has produced more than 850 podcasts.

Influencers with massive reach like Allahbadia not only shape online conversations but also influence the perception of brands and public figures associated with them.

The responsibility that comes with such reach is immense.

Allahbadia has collaborated with major brands, including Spotify, Mountain Dew, Amazon Prime Video, Ajio, Intel, Wow Skin Science, Samsung, Brut, Asus, and Boat. As the backlash against him grows, brands have chosen to remain silent, with most refusing to comment on the controversy when approached.

How controversy impacts brand associations

A marketer who has worked with Allahbadia and didn’t want to be named told exchange4media, “A brand ambassador, no matter how popular, must exercise restraint because one misstep can completely derail their career. While controversy may bring views, it also makes them brand-unsafe. I would never associate my brand with someone like that. Protecting the brand’s integrity comes first—an influencer should be brand-safe, reputable, and non-controversial.”

“When an influencer stirs controversy, brands face immediate reputational risks. The safest strategy is to distance from the individual to protect long-term brand value,” they added.

Brands spend years building credibility, and a single controversy can overshadow that effort. The best response is immediate dissociation to ensure brand integrity remains intact. The long-term image should always take precedence over short-term influencer collaborations.

Is “no comments” the best strategy for brands in such situations?

“Silence is often the safest route. Engaging publicly can escalate the issue, bringing unnecessary attention to the brand,” the marketer added.

Most brands prefer to take a “no comment” stance to avoid drawing further attention to the controversy. Instead, they quietly sever ties and redirect focus toward messaging that reinforces their brand values.

How should brands choose influencers to avoid such risks?

“A brand-safe influencer is non-controversial, aligns with brand values, and has a credible public image. Due diligence is key,” they advised.

Vetting influencers before partnerships is crucial. This includes reviewing their past content, assessing their public persona, and ensuring alignment with brand values. A non-controversial, positive influencer is an asset, while a risky one can jeopardise trust.

Should brands include clauses in influencer contracts to prevent such issues?

“Contracts must protect the brand’s reputation. Standard clauses should prohibit any actions that could harm brand perception,” added another subject matter expert.

Most influencer contracts include brand protection clauses, but explicit terms should be introduced to outline consequences for behaviour that damages brand values. Prevention is always better than crisis management.

“Influencer marketing is powerful, but brands must choose wisely. Aligning with the right personalities ensures long-term credibility,” the expert added.

This controversy underscores the need for brands to be more selective in their influencer partnerships. Instead of prioritizing reach and numbers, brands should focus on reliability, consistency, and overall reputation. A strong, positive association can elevate trust, while a misaligned partnership can have lasting damage.

Beyond brands, his podcast has featured several political figures, including BJP leaders Rajeev Chandrasekhar, S. Jaishankar, Smriti Irani, and Piyush Goyal. Given their past associations, the controversy could also impact their brand personas. While politicians benefit from the youth engagement that influencers bring, such incidents force them to reassess these alliances.

Last year, Allahbadia was honoured with a National Creators Award by Prime Minister Narendra Modi and partnered with the Digital India Corporation to interview Cabinet Ministers. His credibility and influence extend beyond social media, making such controversies particularly significant.

exchange4media also reached out to the agency Monk E, that manages Ranveer Allahbadia, but they declined to comment on the matter.