The digital world thrives on controversy, and the recent uproar surrounding “India’s Got Latent” has become a textbook case of brands and influencers using outrage marketing to boost engagement. While the controversy itself has sparked debates on ethics in digital content, many have found ways to turn this viral moment into an opportunity for brand visibility, social commentary, and audience engagement.
1. Meme Marketing: Brands Turning Backlash into Engagement
Nothing spreads faster than memes, and brands know this well. Companies like Zomato, Swiggy, and Dunzo have been subtly referencing the controversy through witty food-related posts. These posts don’t directly name the controversy but use clever wordplay to stay culturally relevant.
For example, Zomato might tweet:
“We serve uncomfortable conversations only if they come with fries.” 🍟
This approach allows brands to capitalize on trending conversations without explicitly taking a stance, reducing the risk of backlash.
2. Influencers Cashing In on Reaction Content
Influencers across YouTube, Instagram, and Twitter (X) have found multiple ways to benefit from the controversy:
- YouTube Creators & Podcasters: Many have released reaction videos dissecting the incident, titled “The Dark Side of India’s Got Latent” or “What Went Wrong?”, using the controversy as a hook to drive higher viewership.
- Instagram & Twitter Commentators: Influencers are engaging their audiences through Instagram Lives, Twitter Spaces, and viral posts discussing free speech vs. responsible content.
- Satirical Content Creators: Comedians and meme pages are using humor to critique the situation, increasing their audience engagement.
This phenomenon has led to a surge in follower growth for digital commentators, as audiences seek perspectives on the controversy.
3. Brands Aligning with Social Causes
Not all brands are jumping on the meme wave. Some have strategically positioned themselves as advocates for responsible digital conversations:
- Mental health apps like Headspace India are promoting campaigns on how to handle online negativity and cancel culture.
- EdTech and corporate brands are emphasizing “ethical content creation” through social media ads and influencer collaborations.
By aligning with social causes, these brands not only build credibility but also attract a more conscious audience.
4. Smaller Influencers & Content Creators Seizing the Moment
For many smaller content creators, this controversy presents a rare opportunity to gain visibility:
- Some stand-up comedians and streamers who were previously overshadowed by bigger names are now getting the spotlight as audiences seek alternative voices.
- YouTubers with controversial pasts are rebranding themselves as “ethically responsible” creators, distancing themselves from problematic content.
This shift highlights how audience loyalty can be unpredictable in digital media, where public opinion can change overnight.
5. Satirical & Anti-Controversy Marketing
Brands known for edgy, youth-focused marketing—such as boAt, Netflix India, and Cred—are subtly taking jabs at the controversy through their campaigns. These brands use witty one-liners, often unrelated to the controversy, but timed perfectly to capitalize on the trend.
For instance, a brand might post:
“Some conversations should remain unheard… but your music shouldn’t. Noise-canceling headphones available now.” 🎧
This approach helps them ride the wave of virality without risking backlash.
Final Thoughts: The Power of Outrage Marketing
The “India’s Got Latent” controversy is a masterclass in how social sentiment can fuel engagement. Whether through meme marketing, reaction videos, or cause-driven campaigns, brands and influencers are navigating the fine line between visibility and backlash.
But the bigger question remains: Where do we draw the line between ethical marketing and opportunism?
As digital consumers, we must remain aware of how brands and influencers turn controversy into currency—and decide which ones truly deserve our engagement.
