Red Carpets to Backlash – The Scandal That Denied the Social Media Sensation Her Bolywood Dream Mukhija’s increasing popularity raised eyebrows within IIFA resulting on the sudden dismissal of her as a brand ambassador. Everyone knows that with followers, comes attention and scrutiny, and that is exactly what happened when the decision was posted on social media platforms. Critics have had a field day pouring their thoughts everywhere – accusing and calling IIFA’s decision intolerable. What has caused this chaos? Why did the social media enforcer’s popularity put her in the spotlight for all the wrong reasons? The full story behind the drama, the arguments, and tragedy is discussed further. What Went Wrong: Why Did IIFA Sever Goes Upper-Level? Report states that both Apoorva and IFA have not issued a joint statement, but those close to the issue know both sides had some sense of reservation and that most of the issues stemmed from some statements made by social media influencers in the form of a cultural or social concern, which IIFA had previously tried to mitigate while maintaining the international standard of inclusiveness. One IIFA source states: “It is a tough decision, but one we have to make. We stand for international unity, and actions do not speak our values.” Mukhija is a 26 year old lifestyle influencer and fashion guru who blew up in 2023 because of bravely confronting social norms and having collaborations with big name houses. She currently has 2.8M followers and is highly active on Instagram.
In December 2024, her being named IIFA ambassador was described as the beginning of a ‘Bollywood-influencer collaboration’.
However, the attention became harsher last weak with the trending hashtags of “#BoycottApoorva” and “#IIFADropHer”, which accused her of being culturally ignorant. These critics also cited some now deleted tweets and Instagram Stories, claiming they were “tone-deaf” and “offensive”.
Emotional Whiplash: The Critics and The Fans
Team Apoorva:
“Why raking up the past? Let her grow” – @ApoorvaForever (instagram)
“She apologized years ago! Let people move on!” – Viral TikTok video
“IIFA throwing her under the bus is pathetic”
Critics:
“Influencers have a responsibility to live by their words. IIFA was right to act.” – Twitter user
“I was SPEECHLESS when I saw her attempt to apologize. What a joke.” – Reddit thread
On Friday, Apoorva finally addressed the issue on tearful Instagram Live. She said, “I’m heartbroken. I know I messed up and I have grown over the years, please do forgive me”.
The IIFA’s tricky predicament
The ceremony will be held in Dubai this June, but it risks losing a majority of Gen-Z viewers who adored Apoorva’s fashion choices. But keeping her might make many more traditional Bollywood viewers uncomfortable.
PR Expert View:
IIFA refused to capitalize on short-term buzz in favor of sacrificing long-term brand safety.
They will need a wonderful replacement to re-earn the trust of influencers.” – Priya Kapoor, Media Specialist “So Who’s Next? IIFA is struggling to onboard Masoom Minawala (luxury influencer) or Dolly Singh (Comedy Content creator). On the other hand, Apoorva’s partnership with Nykaa and Myntra is being cut. The Broader Issue – Influencers on Blast This drama depicts the fragility of some forms of influencer fame. More brands and awards shows are resorting to online celebrities who tend to be more famous, but blunders from the past can easily Schooner.”,
“Any tweet from 2018 can destroy all chances of getting your objectives in 2025. That is frightening,” confided a Mumbai influencer who prefers to remain anonymous. ‘Wonderful Replacement’ What else can Apoorva do? She is planning either a ‘revolution’ or a ‘makeover’ where she transforms into a mental health activist or comes out with her own beauty line. However, the price of redemption is high. The doomsday clock curbs her skin, Oh what lovely cautionary tale lies Choose your lowers wisely. While she guides contenders regard out, it all bets spins the age of proclaimed truth. This was just a situation arises before them. For IIFA, the bold step of saying what they ‘cut can benefit them greatly, is bountiful,’ will follow with a Gen-Z protest.”
