Agencies shield influencers from rising tide of litigations

The thriving ₹3,500 crore influencer economy in India is now about managing reputations

- Pratishtha Bagai

Recently, an entertainment influencer's video calling out a high-end restaurant for subpar ingredients went viral, but the creator received a legal notice demanding an apology and retraction. Yet, without bowing to pressure, the influencer's agency stepped in to defend him and propose a second review.

Though the best crisis is the one avoided, influencers, who are in the business of quick thinking and witty repartee, find themselves battling controversies that require professional help—a role that their talent management agencies are increasingly being called upon to handle.

"At a fundamental level, our agency's business is tied to the reputation and demand for our creators," says Ayush Guha, business head at creator18, a leading agency managing lifestyle and entertainment influencers.

Consequently, the agencies are aggressively investing in robust crisis management to safeguard their assets—creators—who fuel their revenues and growth. Once seen primarily as deal brokers between creators and brands, the agencies are rapidly transforming into comprehensive protectors amid escalating scrutiny and volatility in the creator economy this year.