Ranveer Allahbadia crosses limits, faces backlash

Stupid, perverted, and sick. That’s how YouTuber-podcaster Ranveer Allahbadia is being described post his disgusting comment on comedian Samay Raina’s “India’s Got Talent” show. “Would you rather watch your parents have sex every day for the rest of your life or join in once and stop it forever?” Allahbadia, who has over 1 crore followers on YouTube, asked a contestant during the latest show, which also featured content creators like Ashish Chanchlani, Jaspreet Singh, and Apoorva Mukhija, who goes by the name “The Rebel Kid” on Instagram. The comment may have been scripted for free and quick publicity, which obviously worked for Allahbadia, but for the rest of the country, it was a rather disgusting Monday.

RUINED HIS BRAND

“The real issue is not just the words themselves, but the fact that Ranveer, who built his brand on respect, cultural pride, and thoughtful communication, chose to appear on a show that contradicts those values. This is what is called personal brand suicide. It makes no sense for an established brand to take such a step, as it undermines everything they’ve worked for. Unless this is a calculated move,” says Sonia Dubey Dewan, brand strategist and founder of the Indian School of Image Management. After reaching a content plateau, creators often need to evolve. “Ranveer might be attempting to attract a new demographic that embraces a more casual, slang-heavy style, even at the cost of alienating his original supporters,” she says.

But despite this potential strategy, there are far better, more responsible ways to achieve growth. “There are far more constructive ways to evolve a brand without sacrificing values or integrity. Derogatory language and inappropriate behaviour are unacceptable,” says Sonia. Platforms and creators must promote respect, especially with the influence they have on young audiences. “From a brand strategist’s perspective, Warren Buffet’s quote is the key: “It takes 20 years to build a reputation and five minutes to ruin it. Every action, decision, and appearance matters. This is why Ranveer’s recent comments have caused such a massive uproar,” adds Sonia.

AN UGLY BUSINESS MODEL THAT WORKS

Sanjay Jha, author, politician, and a former national spokesperson for the INC, says a lot of YouTubers and podcasters like Ranveer are low on intellectual content and high on frivolous and flippant. “Creating drama-related content, exaggerated or playing to the gallery, is a business model. These guys have huge followership, and Instagram is a great place for a lot of brands that want to be provocative or like to be seen as rebels or want to look like those who are challenging the status quo,” says Sanjay adding, those brands will like this kind of controversial comments, and especially the more disgusting it is or the more in poor taste it is, it helps them escalate their recall value. “So this is going to be the new trend as far as one can see. And clearly, a lot of these people take a position that can sometimes be more progovernment. They’re protected by regulatory intervention, and they milk it and they exploit it, relentlessly and ruthlessly,” says Jha.

LEGAL TAKE

The law in India that governs social media works in a limited sphere with a constant challenge of being inconsistent with one’s right to free speech, says Shraddha Gupta, Advocate (The Law Chambers). “These regulations are based on the qualifications of the content being obscene, inciting hatred, hurting religious sentiments, being indecent, immoral, and such other content that is likely to disturb peace and tranquillity,” she elaborates.

The issue at hand amongst all other restrictions can only fall under the gamut of being indecent and immoral. “The major concern is the subjectivity around decency and morality. If you ask me whether any existing law is violated by Ranveer, my answer will be no. But was the statement made by him indecent and immoral? Yes, it certainly was. Can we then implicate him, my personal opinion? The answer is no,” says Shraddha. However, considering his statements are widely circulated on social media, which may have larger implications, on the basis of such implications, Ranveer can be held accountable. “But I can tell you that this shall be far-fetched, and Ranveer’s right to free speech is likely to triumph,” she says. Therefore, the only way one can control the publication of such content on social media platforms is by way of first enacting laws that identify and codify the content that is acceptable, adds Shraddha