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Viral videos have caused a discussion regarding event management and the conduct of influencers.Viral videos have led to a discussion about the event management and behaviour of influencers. What should have been a beauty celebration has become one of the most discussed social media controversies.
Beauty enthusiasts, brands, and influencers converge at Flipkart’s Glam Up Fest 2026, and it’s not just cosmetics or skincare making headlines. Rather, viral videos on the internet have sparked a discussion on how bad the event management was, and how some participants behaved at the event. Several influencers who ventured to the event said that they did not get the gift hampers or freebies that they had hoped for. There were reportedly a lot of frustrations as the event went on, with social media posts claiming there was a lack of communication from the organisers, confusion over distribution and long queues. With time, videos from the venue started to appear on the internet. Some of the videos looked like people were milling about stalls, people were running to get the products and heated arguments having escalated. The complete context of each of the videos has yet to be revealed, but the videos have triggered criticism among internet users. Questions have been raised on both sides as a result of the incident. Flipkart’s critics say: When an event is anticipated to have thousands of creators and audience members, it should be planned on a massive scale. The chaos could have been avoided if there was better crowd control, communication and distribution.
Meanwhile, a number of social media users have been questioning the behavior of some influencers. A number of online comments indicated that no matter how poorly the organisers did, it would be unacceptable for people who influenced large audiences to rush to the stalls and climb on top of products or to make a public scene. The controversy has also brought a larger discussion on the topic of influencer culture to the forefront. Is brand event becoming more a matter of freebies than real partnerships? Then what is the boundary between saying what you’re feeling and causing trouble when those expectations are not fulfilled?
As you might expect, social media has received its verdict. Many users jokingly renamed the event as the “Freebie Mahakumbh” rather than a beauty festival, and memes and sarcastic posts took over the timelines. One thing that has learned from the controversy is that responsibility must be taken from all participants if the brand event is to be a success. The responsibility of the organiser is to ensure that the event runs smoothly, is transparent and is properly planned, although it may not always go as intended; attendees, especially those with influence, are expected to be professional and behave appropriately, even when things go wrong. In the end, the product that received the most attention at the Glam Up Fest wasn’t a lipstick or a skincare serum. It was drama.
