*Brands on high alert after 'India's Got Latent' controversy; marketers question effectiveness of associations* _In the wake of Samay Raina’s India’s Got Latent backlash and Ranveer Allahbadia’s controversial comments, brands and influencers are recalibrating their approach to collaborations. With the volatility of internet fame becoming increasingly apparent, there is a growing awareness of the risks involved, prompting a more cautious and calculated strategy moving forward._ https://www.storyboard18.com/how-it-works/brands-on-high-alert-after-indias-got-latent-controversy-marketers-question-effectiveness-of-associations-56412.htm