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The shocking murder of 25-year-old tennis player Radhika Yadav by her father, Deepak Yadav, in Gurugram took a disturbing turn as police disclosed her appearance in a music video significantly escalated family tensions prior to the killing.

According to media reports, the incident occurred around 10.30 am in the kitchen of their Sector 57 residence while Radhika was preparing food.

While financial independence and disagreements over managing the academy had long been sources of friction, it is now questioned that her appearance in a music video may have further strained relations at home.

Read more:<a href="https://www.storyboard18.com/amp/brand-makers/sabeer-bhatia-faces-backlash-for-insensitive-post-after-air-india-crash-heres-how-he-responded-70346.htm"> Sabeer Bhatia faces backlash for 'insensitive' post after Air India crash. Here's how he responded</a>


The video in question is Karwaan, a song by independent artist INAAM, produced by Zeeshan Ahmad and released under the LLF Records label about a year ago. According to sources close to the investigation cited by NDTV, the father had objected to her role in the video and had reportedly asked her to remove it from her social media platforms.

Read more: <a href="https://www.storyboard18.com/how-it-works/krutrim-employee-found-dead-in-bengaluru-lake-company-issues-statement-66314.htm">Krutrim employee found dead in Bengaluru lake, company issues statement</a>

As per sources quoted by PTI, father, Deepak Yadav, admitted that he fired at Radhika because he faced frequent taunts about relying on her earnings. However, police said the main issue between the father and daughter was the tennis academy managed by Radhika. “Radhika used to run a tennis academy, and her father was not happy with it,” agency quoted Gurugram police spokesperson Sandeep Singh as saying.

The final confrontation occurred on Thursday morning when Deepak allegedly shot his daughter three times. Radhika's uncle Kuldeep Yadav heard the gunshots from the ground floor residence and discovered the horrifying scene.

Read more: <a href="https://www.storyboard18.com/brand-makers/chandrasekaran-calls-air-india-crash-most-heartbreaking-of-his-career-urges-staff-to-stay-determined-70482.htm">Chandrasekaran calls Air India crash 'most heartbreaking' of his career, urges staff to stay determined</a>

Radhika Yadav's music video link emerges in tennis player's fatal shooting in Gurugram

In a jaw-dropping moment for both fashion lovers and collectors, the original Hermès Birkin bag - custom-designed for the late actress and singer Jane Birkin - sold for a staggering 8.58 million euros (approximately Rs 87.5 crore) at a Sotheby's auction in Paris on Thursday, reports AFP.

The price sets a new world record for the most expensive handbag ever sold at an auction.

Also Read: <a href="https://www.storyboard18.com/brand-makers/prada-faces-heat-over-kolhapuri-chappal-design-pil-seeks-apology-compensation-73163.htm">Prada faces heat over Kolhapuri Chappal design; PIL seeks apology, compensation</a>

The bidding opened at a cool 1 million euros, drawing audible gasps from the room and quickly escalating into a fierce telephone bidding war that soared past 7 million euros before final fees and commissions pushed it to the final amount, according to the Sotheby's. 

The previous record was held by a diamond-studded crocodile Hermès Kelly 28 bag, which fetched $513,000 at Christie's in Hong Kong in 2021.

The buyer of the iconic fashion artifact remains anonymous for now.

Sotheby's had earlier signalled that the Birkin prototype - considered a modern design classic - was expected to shatter records. Owned by Parisian collector Catherine Benier, who called the piece the "jewel in my collection," the bag has passed through a storied lineage since Jane Birkin first auctioned it in 1994 to support AIDS charities.

Engraved with the initials "J.B." and featuring distinctive elements like closed metal rings, a non-detachable shoulder strap, and even a built-in nail clipper, the bag is steeped in personal history and worn character. "It's condition reflects the many years of use by the actress and singer," Sotheby's noted in the report.

Also Read: <a href="https://www.storyboard18.com/digital/prada-acknowledges-kolhapuri-inspiration-after-backlash-over-copied-sandal-design-72349.htm">Prada acknowledges Kolhapuri inspiration after backlash over ‘copied’ sandal design</a> 

The Birkin bag's original story has achieved legendary status in fashion circles. In 1984, during a chance encounter on a Paris-London flight, Birkin lamented her lack of a functional yet stylish handbag to her seatmate - who happened to be Jean-Louis Dumas, then head of Hermès. The resulting design, a spacious leather tote named after her, went on to become one of the most coveted luxury items in the world.

While Birkin herself passed away in 2023, her namesake bag remains a symbol of elite fashion. Over the years, it has become the flagship product of the Hermès brand, adored by celebrities like Jennifer Lopez, Khloe Kardashian, and Victoria Beckham, the report added.

Yet, its cult status has also sparked backlash: a class-action lawsuit was filed in California last year by frustrated customers in the U.S. who were denied access to buy the elusive accessory.

The sale also mirrors the fashion industry’s current pivot from “quiet luxury” to bolder, more expressive aesthetics — a trend dubbed “boom boom” by style forecasters.

Also Read: <a href="https://www.storyboard18.com/brand-makers/leena-tewari-the-reclusive-pharma-billionaire-who-purchased-a-rs-639-crore-duplex-in-mumbai-68049.htm">Leena Tewari: The reclusive pharma billionaire who purchased a Rs 639 crore duplex in Mumbai</a>

Jane Birkin's original Hermès bag fetches record-breaking Rs 87.5 crore at auction

As YouTube prepares to enforce its stricter monetisation policies from July 15, 2025, the Indian creator community is divided but largely supportive of the platform’s attempt to clean up what many call a cluttered and exploitative ecosystem. Under the updated YouTube Partner Program (YPP) guidelines, creators uploading repetitive, reused, or mass-produced content will no longer be eligible to earn revenue, a move YouTube says is aimed at rewarding authenticity and curbing low-effort content farming.

Read more:<a href="https://www.storyboard18.com/brand-marketing/campaign-turnaround-down-70-production-costs-cut-by-85-how-indian-brands-are-letting-ai-take-over-creative-wheel-72438.htm"> Campaign turnaround down 70%, production costs cut by 85%: How Indian brands are letting AI take over creative wheel</a>


The update has already sparked intense conversations among digital creators, agencies, and platform strategists. While many see it as a long-overdue step to safeguard originality, others warn that YouTube must clearly define what it considers “low-effort” to avoid unfair demonetisation of niche or experimental content.


“This Was Needed – Creativity Was Becoming a Hack”


Zain Anwar, a YouTuber who creates narrative-driven content, strongly backs the policy. “It’s a fair and much-needed call,” he says. “YouTube was the one place where content — not brands — paid creators. But over time, creators found loopholes to make money through factory-produced, clickbait content. This change will bring the focus back to good storytelling.”

He adds that this isn’t a blanket ban on AI-generated content, but a warning against content mills that rehash the same videos. “The distinction between creating and exploiting the system was getting blurred. This filters out creators who joined just for quick money.”

Vlogger Avinash Dagar echoes this sentiment: “This rule is actually great for real creators. Copied content had flooded the platform. Those who are angry are likely running AI or copy-paste channels.”

Standup comedian Aanchal Agrawal adds that the move will help better content distribution and cut through the clutter of click bait and AI overload. "I think these new policies will give a new boost of motivation to budding creators. This will bring back some integrity and respect too in the content ecosystem for creators who’re genuinely working towards building their brands whether it is by entertainment, educating or any other way."


Impact: Nano and Micro Influencers to Feel the Heat


While macro creators with established formats may continue unaffected, nano and micro influencers — especially those who rely on template-based or reused content — could be the most vulnerable. 

Mohini, a lifestyle YouTuber, points out that nano creators who bank on trending formats, reaction videos, or reused audio-visuals might feel the pinch. But it's an opportunity to focus on originality.

Content creator Ankur Agarwal agrees that new creators may struggle, but sees a silver lining: “Yes, nano creators will be affected, but this could push them to explore their own voice. That’s better in the long run.”

Financial educator Sakchi Jain believes the policy is a direct hit to those using shortcuts. "I also think this is actually a good wake-up call. If you are a genuine creator who shares your own ideas and does your own research, you have nothing to worry about. This change will actually help people who want to grow honestly with their work."



The Creator Playbook: What’s Next?


Most creators see this as a return to fundamentals — originality, relatability, and personal storytelling.

“Focus on value. Make good content. Money will follow,” says Zain. “Go back to creating sticky, engaging videos — not just trend-chasing edits.” 

Prableen Kaur Bhomrah, who focuses on body positivity, plans to double down on long-form storytelling. “I’ll prioritise content that helps, educates or inspires — something people remember. This policy sets a higher standard.”


Read more: <a href="https://www.storyboard18.com/brand-marketing/youtube-cracks-down-on-repetitive-content-monetisation-only-for-original-creators-from-july-15-73533.htm">YouTube cracks down on repetitive content: Monetisation only for original creators from July 15</a>


Shivashish Tarkas, founder of content firm The InterMentalist, offers a nuanced take: “It’s a great move if implemented fairly. The risk is that genuine creators might get caught in the crossfire if the policy is vague or poorly enforced.”

For Tarkas, the deeper problem remains unresolved: “Indian creators earn peanuts despite huge engagement. Brand deals are unstable. YouTube must rethink its revenue share model — creators are its foundation.”


The Industry View: Necessary, But Not Without Nuance


From the business side, agencies are cautiously optimistic.

Ayush Guha, Business Head at Creator18, says: “This is a great move. We’ve always worked with creators who build original, culture-relevant content. The move helps in curbing down pages/channels who have take pieces of content from creators and build their own channels with clickbait thumbnails some of which can shed negative light on the original creater."

With various AI tools enabling mass content creation with minimal human effort, Kunal Sawant, Business Head, The Goat Agency, believes this move is a step toward improving the overall quality of content on the platform. 

Its success, however, will depend on how transparently and fairly YouTube implements these changes at scale. "Clear guidelines, consistent enforcement, and a fair appeals process will be key to ensuring the platform remains both innovative and inclusive."

Read more: <a href="https://www.storyboard18.com/digital/with-fractional-production-costs-ad-rates-just-15-of-long-form-shows-microdramas-see-surge-in-brand-interest-73473.htm">With fractional production costs & ad rates just 15% of long-form shows, microdramas see surge in brand interest</a>


Sankalp Samant, Co-founder, Idiotic Media believes that the audience is, and will always be the king. If people choose to watch low-effort AI videos, that’s their call but platforms like YouTube have a responsibility to protect the creators who keep the ecosystem credible and aspirational. "YouTube’s timing is right. AI content has already reached a point where it’s hard to distinguish real from fake."


But Shradha Agarwal, Co-Founder & CEO of Grapes, questions YouTube’s role as arbiter of what’s “original.” 

“Let’s not pretend originality is a fixed idea. Everyone borrows. AI is the new internet — it accelerates creativity, it doesn’t kill it.”

She warns against overregulation: “If content floods the platform, let the audience decide what cuts through. Views, shares, and engagement are the new quality filters — not outdated definitions of authenticity.”

YouTube’s updated monetisation policy is a clear warning to low-effort, mass-produced content farms. But the move also signals a deeper shift in the creator economy — a push toward thoughtful, high-effort storytelling over quantity-based hustle.

YouTube's monetisation crackdown divides creator economy; praise for originality push, but payout concerns loom

Mast or Meh: Knorr, Berger Paints, Lifebuoy - who faded fast and who painted joy?

Meta Platforms, the parent company of Facebook, has been officially notified by France's competition authority over suspicions of abusing its dominant position in the online advertising sector, according to media reports.

The authority confirmed on Wednesday that a statement of objections has been sent to Meta, indicating that the tech giant is under formal investigation.

Also Read: <a href="https://www.storyboard18.com/digital/meta-wins-copyright-battle-against-authors-over-ai-training-industry-practices-questioned-71956.htm">Meta wins copyright battle against authors over AI training, industry practices questioned</a>

The probe stems from a complaint filed in October 2022 by Adloox, a digital advertising verification company, now owned by the U.S.-based Scope3. A spokesperson from the competition watchdog confirmed the origins of the case to Reuters.

This development adds to the mounting legal challenges Meta is facing across Europe. In April, major French media groups - including TF1, France Télévisions, and BFM TV - filed lawsuits accusing Meta of engaging in unlawful business practices related to its ad operations.

Also Read: <a href="https://www.storyboard18.com/social-media/meta-urges-judge-to-dismiss-ftc-monopoly-case-over-instagram-whatsapp-deals-66129.htm">Meta urges judge to dismiss FTC monopoly case over Instagram, WhatsApp deals</a>

Further scrutiny looms in Spain, where the company is expected to stand trial this October over a massive 551 million euros ($645 million) complaint, the report added.
The case has been brought by more than 80 Spanish media outlets alleging Meta's advertising model creates unfair competition.

Beyond France and Spain, Meta has also been targeted by rights groups and regulators across Europe. In February, digital rights campaigners filed complaints over the company's advertising practices. And just this week, EU antitrust regulators imposed fresh fines on both Meta and Apple for violating EU competition laws.

Meta has yet to publicly respond to the French authority's latest action, the report added.

Also Read: <a href="https://www.storyboard18.com/how-it-works/meta-and-tiktok-challenge-supervisory-fee-in-major-eu-court-69865.htm">Meta and TikTok challenge supervisory fee in major EU court</a>

Meta faces French antitrust heat over alleged ad market dominance

Apoorva Mukhija, better known as The Rebel Kid, has quickly become a recognizable face in pop culture, thanks to her candid content, rising social media following, and recent stint on the reality show The Traitors.

But with fame comes scrutiny - and, apparently, exaggerated assumptions about wealth.

In the past few days, a flurry of online reports have claimed that Mukhija's net worth is a staggering Rs 41 crore, with some suggesting she earns Rs 2.5 lakh daily and charges Rs 6 lakh for a single Instagram reel. But the 24-year-old content creator is calling out the claims for what they are - baseless fiction.

Also Read: <a href="https://www.storyboard18.com/digital/who-is-apoorva-mukhija-a-k-a-the-rebel-kid-56603.htm">Who is Apoorva Mukhija a.k.a The Rebel Kid?</a> 

In a refreshingly honest interview with Bollywood Bubble, Apoorva laid the rumours to rest. "I am constantly in the public eye, yet these claims about my net worth are wildly inaccurate. I don't even make a tenth of what's being claimed," she said.

Ever her own mother was baffled by the claims. Recounting the moment, Apoorva shared, "My mom sent me a screenshot of the article and asked, 'Where is all this money? Why are we still unable to buy a house if this is true?' I just asked her if she was okay, because we really don't have that kind of money," she told in the interview.

Addressing the tall tales about her professional fees, Mukhija set the record straight. "No brand has ever paid me the amount I actually ask for," she said with a laugh.

Pulling back the curtain on influencer glam, she added, "These clothes are borrowed, my heels are worn out, my nails are artificial, and the priciest thing I have on is my watch, which costs Rs 20,000."

Also Read: <a href="https://www.storyboard18.com/brand-makers/apoorva-mukhija-aka-the-rebel-kid-erases-instagram-posts-after-indias-got-latent-controversy-61165.htm">Apoorva Mukhija aka 'The Rebel Kid' erases Instagram posts after India's Got Latent controversy</a> 

On July 4, the creator even reposted one of the viral posts about her supposed income, quipping, "Galat hai bhai????" - poking fun at the misinformation with her trademark humour.

While the chatter around her wealth may be exaggerated, Apoorva's real career milestones are no less impressive. She was recently seen on The Traitors, the Indian adaptation of the global reality format, hosted by Karan Johar, and filmed at the opulent Suryagarh Palace in Jaisalmer. The series featured creators and influencers navigating deception and alliances.

Earlier this year, she also made her film debut in Nadaaniyan, sharing screen space with Ibrahim Ali Khan and Khushi Kapoor. 

Also Read: <a href="https://www.storyboard18.com/social-media/indias-got-latent-controversy-maharashtra-cyber-cell-interrogates-apoorva-makhija-aka-the-rebel-kid-57769.htm">India's Got Latent controversy: Maharashtra Cyber Cell interrogates Apoorva Mukhija aka 'The Rebel Kid'</a>

'I don't even make a tenth of what's claimed': Apoorva Mukhija breaks silence on viral net worth rumours

Two fast-growing AI companies, OpenAI and Perplexity, have unveiled plans for full-featured browsers aimed squarely at Google Chrome. With OpenAI preparing a Chromium-based browser embedding its conversational agent and Perplexity already launching its AI-native Comet browser in beta, advertisers must brace for a significant shift in how digital ads are served, tracked and experienced.

From Chrome to AI browser battlegrounds

Google Chrome has been a silent workhorse for Alphabet’s ad business, collecting user data that fuels targeted search and display advertising. But AI-native browsers are poised to disrupt this pipeline, pulling user attention, and valuable intent signals, into chat-based, task-completion interfaces. OpenAI’s browser, rolling out soon, will blend conversational search with “Operator,” an assistant capable of booking flights or filling forms. Perplexity’s Comet, now in $200/month beta, offers a sidebar AI assistant that summarizes emails, books travel and performs real-time search within a conversational framework.

Redefining Ad Slots: from banners to AI mentions

Traditional ad strategies focus on securing prime placement in blue-link results or within display ad slots. AI browsers, however, collapse these boundaries. Brands will soon be vying for mentions within AI-generated answers or agent-driven recommendations, shifting the locus of ad spend from keyword bidding to conversational visibility. Perplexity, for instance, has begun testing “sponsored follow-up questions” that seamlessly embed ad content within its chat responses.

A New Data and Privacy Paradigm

AI-native browsing will reshape how user data is captured. Perplexity’s Comet emphasizes local data storage and claims it does not train its models on user content, aiming for a privacy-forward positioning. Still, its CEO has acknowledged plans to leverage behavioral signals for “hyper-personalized” advertising, signaling that a new form of targeting could emerge: contextual, intention-driven and tied directly to live user interactions.

OpenAI, with its own browser and chat integrations, could gather even richer user signals, potentially offering advertisers a new channel for precise, privacy-aligned targeting that bypasses traditional tracking reliant on cookies.

Google under pressure - but prepared

As user attention shifts toward AI interfaces, Google’s ad machine faces a clear threat. Even a modest user migration to AI browsers could impact the data volume and search queries flowing through Google, forcing a rethink of its ad strategies. Google has already responded by rolling out AI-powered summaries and conversational features within Search and Chrome, aiming to retain users within its ecosystem.

Transparency and trust

Brands will demand transparency in these new environments. Unlike a search results page where multiple links are visible, AI responses often provide a single authoritative answer. Advertisers will need assurances on how content is selected for inclusion, how bias is avoided and how brand safety is ensured.

Preparing for an AI-first ad future

For advertisers, the rise of AI browsers means testing new models: conversational sponsorships, branded answers and agent-based recommendations. It also means rethinking measurement, creative strategy and attribution as the click-centric world gives way to AI-mediated transactions.

<a href="https://www.storyboard18.com/digital/openai-set-to-take-on-google-chrome-with-ai-powered-browser-73745.htm">Read more: OpenAI set to take on Google Chrome with AI-powered browser</a>

<a href="https://www.storyboard18.com/digital/perplexity-launches-ai-powered-browser-comet-aims-at-google-chromes-68-market-share-73756.htm">Read more: Perplexity launches AI-powered browser 'Comet'; aims at Google Chrome’s 68% market share</a>

Chrome killers? How OpenAI and Perplexity AI browsers could rewire Google’s ad empire

The Enforcement Directorate in India has opened a money laundering investigation into nearly 30 actors, social media influencers, and YouTubers accused of promoting illegal online betting platforms, deepening a government crackdown on digital gambling operations that have surged in popularity.

The probe, under the Prevention of Money Laundering Act, was launched after local police in several cities, including Hyderabad and Visakhapatnam, filed complaints linking celebrity endorsements to illegal gambling activities. Those under investigation include prominent actors such as Vijay Deverakonda, Rana Daggubati and Prakash Raj, as well as television personalities and online content creators with large followings on YouTube and Instagram. Among them are Nidhi Agarwal, Pranitha Subhash, Manchu Lakshmi, and TV hosts Sreemukhi and Shyamala, and YouTubers like Harsha Sai, Bayya Sunny Yadav, and Local Boi Nani are also under scrutiny.

Authorities allege that the celebrities promoted platforms such as JeetWin, Parimatch and Lotus365, which are suspected of laundering significant sums of money through paid promotional campaigns. The Enforcement Directorate is expected to issue summonses in the coming weeks.

Several of the celebrities have denied wrongdoing, stating that they terminated contracts with these platforms over ethical concerns. But the case has drawn attention to the influence of celebrity marketing in the growing digital gambling sector, where online betting apps are often promoted under the guise of gaming or philanthropy.

Complaints from individuals, including one who reported losing more than ₹3 crore, claim that the celebrity-backed promotions encouraged gambling habits and led to substantial financial losses. The investigation underscores the challenges regulators face in policing online gambling in India, where laws dating back to the 19th century are being tested by the rise of digital platforms and influencer marketing.

<a href="https://www.storyboard18.com/gaming-news/influencers-celebs-fuel-online-gambling-crisis-says-maharashtra-government-73594.htm">Read more: Influencers, celebs fuel online gambling crisis, says Maharashtra government</a>

ED books 29 celebrities for endorsing betting apps

The ongoing discussion around fair working hours in the Indian film industry has found another powerful voice in filmmaker Anurag Basu.

In a recent media interview, Basu expressed support for actor Deepika Padukone's reported demand for 8-hour work shifts, which allegedly led her exit from Sandeep Reddy Vanga's upcoming action drama Spirit.

Also Read: <a href="https://www.storyboard18.com/digital/akhilesh-yadav-criticises-90-hour-workweek-idea-stresses-need-for-work-life-balance-58236.htm">Akhilesh Yadav criticises ‘90-hour workweek’ idea, stresses need for work-life balance</a>

"I also don't like long-hour shifts at work," said Basu, aligning with the growing sentiment among actors advocating for better work-life balance on set. "My actors never complain about long hours or stress at work. So, I absolutely agree with what Deepika Padukone had to say. It's a film; I never give my actors a chance to complain about this."

Deepika Padukone was initially slated to star opposite Prabhas in Spirit. However, reports suggest her departure from the project was linked to a series of demands - including an 8-hour shift cap, a share in the film's profits, and a request to avoid delivering dialogues in Telugu.

While the production team has not confirmed these reasons, her replacement by Triptii Dimri has further fuelled speculation and public discourse around industry work norms.

Also Read: <a href="https://www.storyboard18.com/how-it-works/burnout-or-brilliance-why-the-90-hour-week-work-debate-is-about-more-than-just-work-hours-in-adland-53207.htm">Burnout or brilliance? Why the 90-hour week work debate is about more than just work hours in adland</a>

Basu, who is currently basking in the success of Metro... In Dino, elaborated on his directorial approach that prioritizes actor well-being. "I want my actors to be very happy on set and know their character well," he said in the media report. "I don't give too much information to them before their shoot begins. Let them discover their roles, and this is the method I have been following for ages," he added in the report.

The filmmaker’s latest release, a spiritual successor to his 2007 hit Life in a… Metro, has been well received by critics and audiences alike. 

Metro… In Dino stars an ensemble cast including Anupam Kher, Neena Gupta, Konkona Sen Sharma, Pankaj Tripathi, Aditya Roy Kapur, Sara Ali Khan, Ali Fazal, and Fatima Sana Shaikh. With four intertwining stories set across Mumbai, Delhi, Bengaluru, and Kolkata, the film delves into themes of love, heartbreak, and personal growth. It has collected ₹22.15 crore in five days.

Also Read: <a href="https://www.storyboard18.com/quantum-brief/infosyss-nr-narayana-murthy-defends-70-hour-work-week-says-he-used-to-work-85-90-hours-19773.htm">Infosys's NR Narayana Murthy defends 70-hour work week; says he used to work 85-90 hours</a>

'I also don't like long-hour shifts at work': Anurag Basu backs Deepika Padukone's 8-hour workday stance

The creator economy is booming, with India's content creators standing at the forefront of this global digital revolution. But as the landscape evolves, so do the ethical dilemmas that creators must navigate. In a candid discussion with Storyboard18's Editor, Delshad Irani, popular creators - Ankush Bahuguna, Shibani Bedi, and Raj Grover reveal why they chose to forego betting ads, despite the substantial financial incentives.

Also Read: <a href="https://www.storyboard18.com/special-coverage/registration-scrutiny-enforcement-playbook-to-tackle-offshore-betting-surge-73035.htm">Registration, Scrutiny, Enforcement: Playbook to tackle offshore betting surge</a>

The lure of lucrative deals

The burgeoning betting industry has increasingly targeted content creators, offering lucrative deals to promote their platforms. 

Raj Grover noted, "Many betting apps, many of them. They pay a lot. Double, triple money to promote that product." The financial allure is undeniable, yet these creators have drawn a firm line.

Standing firm on principles

For Bahuguna, the decision was personal, "I don't think I would want to associate with any gambling and betting, because I don't do it in my real life, and it's definitely not something I would like to promote to my audience." 

His sentiment was echoed by Bedi, who cited the "social responsibility aspect" as a reason for her refusal. "I think everybody takes those calls on a personal level, but it also depends on which stage you're at," she explained.

Grover also highlighted the responsibility he feels towards his young audience, "Everybody knows that my audience involves kids. I can't just promote something which the kids would use and then their families would turn up on me and everything."

Also Read: <a href="https://www.storyboard18.com/gaming-news/influencers-celebs-fuel-online-gambling-crisis-says-maharashtra-government-73594.htm">Influencers, celebs fuel online gambling crisis, says Maharashtra government</a>

The ethical considerations

The creators expressed how crucial it is to maintain authenticity and credibility with their followers. "Our audience or creators or content creators are who they are because of their authenticity and maybe reflecting society through their content," Bedi explained. 

The pressure to remain genuine is compounded by the interactive nature of social media, where audiences can directly critique creators. 

Navigating the commercial landscape

While the refusal of betting ads reflects a commitment to ethical standards, it also highlights the evolving relationship between creators and brands.

Bahuguna shared insights into this dynamic, "There's no gatekeeping fame anymore. Anybody can become a key opinion leader now." This democratization means creators can have substantial influence, but with that comes the responsibility to choose partnerships wisely.

The path forward

Despite the challenges, these creators remain optimistic about the future. They acknowledge the need for balance between commercial success and personal integrity.

As Grover succinctly put it, "We don't want a 90-10 ratio. We just want 60-40. Listen to us, 60, and then we'll be great."

As the creator economy continues to grow, the decisions made by Bahuguna, Bedi, and Grover set a precedent for others in the industry. They demonstrate that while financial gain is significant, it should not come at the expense of one's values and the trust of their audience. This commitment to authenticity ensures they remain not just content creators, but trusted voices in a rapidly changing digital world.

Also Read: <a href="https://www.storyboard18.com/special-coverage/opinion-trading-platform-is-betting-and-gambling-mc-sarangan-of-tnoga-at-storyboard18-des-2025-72127.htm">Opinion Trading platform is betting and gambling: MC Sarangan of TNOGA at Storyboard18 DES 2025</a>

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