When does controversy turn into bigger brand deals for influencers?

New Delhi: Recently, several big influencers have faced backlash online, from negative comments to public criticism and even being questioned in the media. At first, it may seem like such controversies could end their careers, especially when creators go quiet for a while. But in many cases, the opposite happens. Some return with even more visibility and secure bigger brand deals than before.

In India’s creator economy, backlash does not always mark the end of partnerships. Fashion creator Nancy Tyagi, for instance, was accused of copying designers’ work, but soon after collaborated with KitKat and later with Metaglasses. Rebel Kid, despite repeated criticism, has continued to grow her following on Instagram and YouTube. Comedian Samay Raina, too, has bounced back with multiple collaborations, including campaigns with Deconstruct Skincare featuring Rebel Kid, Bold Care, and Urban Jungle bags with Ashish Chanchlani.

But the outcome is not always positive. Mohak Mangal faced legal trouble after being accused of defamation and copyright infringement by ANI, following a critical video about the agency. Podcaster Ranveer Allahbadia also landed in controversy when a viral clip from his show sparked multiple FIRs over offensive remarks. Although he continues his podcast, the case illustrates how such controversies can damage credibility and impact long-term opportunities.

So, how do brands decide whether to continue working with a controversial influencer?

“It depends on the nature of the backlash,” said Neelesh Pednekar, Co-Founder and Head of Digital Media at Social Pill. “If it’s around plagiarism, personal behaviour, or insensitive comments, brands may pause or quietly pull back from ongoing campaigns. But if it’s light trolling or industry chatter, many brands ride it out because the influencer’s reach and visibility remain intact. Most partnerships aren’t cancelled overnight unless there’s reputational risk to the brand itself.”

The effect of controversy on campaign performance is nuanced. According to Pednekar, not all negative publicity is harmful. “Sometimes it amplifies visibility; people tune in out of curiosity, which boosts impressions and clicks. Campaigns may even over-deliver on reach KPIs. Where it hurts is in conversion and brand sentiment. If the controversy undermines trust, especially in categories like BFSI, health, or education, the campaign may fall flat despite high engagement.”

This trade-off between reach and reputation is a recurring theme across the industry.

Rachit Sharma, Head of Brand Partnerships at Qoruz, explained that brand decisions are shaped by risk assessments. “Most brands consider the nature and severity of the controversy, public sentiment, and alignment with their core values before proceeding with a partnership,” he said. “A significant backlash usually prompts brands to halt ongoing partnerships temporarily or permanently, as protecting brand reputation takes precedence.”

Even so, Sharma noted that some collaborations continue to perform strongly despite controversies, pointing to Bold Care’s work with Samay Raina as an example. Yet he cautioned that repeated controversies or ethical breaches erode trust and harm long-term perception.

Risk appetite varies by sector. As Pednekar noted, “A fashion or snacking brand may still collaborate because virality is currency. But risk-averse sectors, banks, fintech and pharma generally avoid such associations. The decision is less about morality and more about risk tolerance and category fit.”

Rishika Choudhary, Head of Advocacy, Sheeko, pointed out that legacy brands and new-age firms approach these decisions differently.

“Legacy brands usually avoid such associations, as even minor negativity can damage long-built equity. New-age and D2C brands are more experimental and sometimes tap into the buzz if they believe the engagement upside outweighs the risk,” she said.

Some creators manage to recover and even grow after facing criticism, while others fade away. Pednekar suggested that audiences often separate entertainment from personal judgment. “If the creator’s content is engaging, funny, or aspirational, people return once the controversy fades,” he said, pointing to Nancy Tyagi’s resilience despite plagiarism allegations.

Choudhary argued that audience sentiment is key. “If fans still root for a creator, they will wait it out and even celebrate the comeback,” she said, noting how Rebel Kid used controversy as storytelling fodder and how Raina’s return after a break was framed as an event.

Ultimately, scandals can temporarily boost visibility, the so-called “hate-watch effect”, but long-term outcomes depend on credibility, category, and the brand’s own tolerance for risk. As Sharma put it, “Negative publicity can sometimes amplify visibility, but the long-term risk of alienating core audiences typically outweighs transient benefits.”