Uncomfortable Authenticity: The New Age of Brand Storytelling

By now, unless you’ve been living under a rock, you’ve probably heard about the meteoric rise and fall of India’s Got Latent. The show, which once averaged 20 million views per episode, is now a ghost - its videos deleted, its creators under fire for so-called tasteless jokes and cultural insensitivity.

But this blog isn’t another take on cancel culture, free speech, or online outrage. Instead, it’s a deep dive into what India’s Got Latent got right, before it got everything wrong, and why brands need to pay attention.

The Secret Sauce: Cutting Through the Noise

Digital content is everywhere. Everyone—from creators and influencers to brands and de-influencers—is fighting for eyeballs. Yet, India’s Got Latent managed to cut through the clutter with what we’ll call “cringey authenticity.”

Until recently, while the show may have attracted a fair share of criticism, the overwhelming response was sheer adoration. It wasn’t just getting views—it was building a cultural movement. People weren’t just watching; they were engaging, debating, and sharing. Something was undeniably working. Had this controversy not erupted, could the show have continued its meteoric rise? Probably yes. And that’s exactly why it’s worth dissecting what made it so effective—while also understanding where to draw the line. So, what can brands learn from this?

1. Own Your Media Real Estate

Building your own digital property is more than just a vanity project—it’s a power move. India’s Got Latent proved that even in an oversaturated format, you can create something fresh, build a loyal audience, and monetize it effectively. Samay Raina didn’t just rely on YouTube; he launched an app and introduced a members-only subscription model, reportedly raking in close to ₹2 crores a month.

For brands, this means investing in owned media properties—whether it’s a podcast, an annual event, or a killer newsletter. Instead of relying solely on collaborations that live on borrowed platforms, create a destination that people want to visit. Once you create something that is consistent, meaningful, and relatable, you will start attracting people and internet personalities who want to be part of what you’ve built—bringing their audiences along with them. This approach not only strengthens your brand presence but will also significantly reduce digital spends focused on brand awareness in the future.

2. Uncomfortable Authenticity: The New Brand Playbook

Many brands want to be “authentic,” but let’s be real—most get it wrong. They mistake authenticity for polished LinkedIn posts filled with corporate jargon. But real authenticity isn’t about curated perfection; it’s about imperfection.

Anger is authentic. Frustration is authentic. Awkwardness is authentic. And yes, cringe is authentic.

India’s Got Latent embraced this to the fullest. The hosts spoke in casual Hinglish, and college slang. Their wardrobes? Zero styling budget. The entire show was deliberately rough around the edges. The result? It felt like a group of friends hanging out, not a scripted production. Brands need to learn from this and stop being overly polished, safe, and quirky-for-the-sake-of-it. Instead, be real. Speak up, make mistakes, own them, and, most importantly, be consistent in how you show up.

But uncomfortable, why? Because being truly authentic is not that easy. Because it will make you uncomfortable to shed an acceptable, corporate-guidelines-approved style and be vulnerable enough for your stakeholders to see who you are, what moves you and how you exist. But it’s about powering through that discomfort, and that’s what will ultimately earn you loyalty.

3. Cringe is a Strategy, Not a Mistake

It’s time to stop dismissing cringe content. Like it or not, it works. From Dubai Bling to celebrity roasts, cringe is a guilty pleasure for millions.

Take Samay Raina’s brand roasts—where he took jabs at industry giants at their own corporate events. Employees loved it. The videos racked up millions of views. Why? Because today’s digital content consumers, especially GenZ, value self-awareness. They appreciate brands that can take a joke, be self-deprecating, and show they’re in on the fun.

Cringe content taps into relatability. It plays on universally awkward moments, making people feel connected. The human brain is wired to pay more attention to negative or awkward experiences—so why not leverage that? The trick is knowing where to draw the line. Done right, cringe fosters engagement; done wrong, it can backfire spectacularly.

Risky, Raw, and Real: The Future of Brand Building

We have entered a new age of brand storytelling—where safe is boring, overproduced is outdated, and realness reigns supreme. But let’s not be naive—social media is unforgiving. One misstep and cancel culture will eat you alive.

That’s why every brand willing to ride this wave needs a solid strategy—one that embraces boldness without recklessness. With proper scenario planning, crisis management, and a strong sense of identity, you can harness the power of raw, unfiltered content without becoming the next cautionary tale. Because with truly great content, brands have an incredible opportunity to embed themselves into cultural discourse.

So, the big question is—what will you dare?