Flipkart‘s Glam Up Fest 2026 aimed to become one of India’s biggest beauty creator events. The event brought together brands, influencers, celebrities, and beauty enthusiasts. However, it is now making headlines for a different reason. Videos showing chaotic hamper distribution have gone viral online. Several creators criticised the event and raised concerns about crowd management, influencer collaborations, and planning.
What Is Flipkart Glam Up Fest?
The fourth edition of Flipkart Glam Up Fest took place at Pragati Maidan in New Delhi. The event carried the theme “Beauty for Every Moment.” More than 100 beauty and personal care brands participated. Creators, influencers, and celebrities, including Janhvi Kapoor and Bhumi Pednekar, also attended. Flipkart launched its Global Luxe Beauty Store during the event. The store features brands including Calvin Klein, Gucci, Nautica, Eucerin, Medicube, Cetaphil, and CeraVe. Flipkart also reported 50% year-on-year growth in its Beauty and Personal Care category. Gen Z accounted for nearly 60% of beauty purchases on the platform.
Why Did Videos From the Event Go Viral?
The controversy began after videos surfaced online showing large crowds gathering around gift hamper distribution points toward the end of the event.
Several clips appeared to show attendees rushing towards giveaway areas, arguing over merchandise and attempting to secure gift bags before supplies ran out.
Some videos showed attendees entering storage areas where merchandise was kept. Others appeared to show people collecting multiple hampers.
The footage quickly spread across Instagram and other social media platforms, becoming one of the most discussed creator-event controversies of the week.
Why Were Influencers Upset?
According to multiple creators who attended the event, the gift hampers were part of barter collaboration agreements.
Several influencers claimed they had been invited to create and publish content in exchange for event access and gift hampers reportedly valued at around Rs 6,000.
Many creators later alleged that they completed their content commitments but did not receive the promised hampers. They claimed the supplies ran out before organisers finished the distribution process.
Several attendees also criticised what they described as insufficient crowd management and a lack of clarity around how the giveaways would be allocated.
Were All Creators Unhappy With the Event?
Not entirely.
While criticism gained significant traction online, several creators who successfully received their hampers shared positive experiences from the event.
This has led to a divided conversation within the creator community.
Some attendees have blamed event organisers for failing to anticipate demand and manage distribution effectively.
Others have argued that attendee behaviour contributed to the situation, suggesting that some participants prioritised collecting freebies over engaging with the event itself.
Why Has the Incident Sparked a Larger Debate?
The discussion extends beyond a single event.
The incident has reignited conversations around the growing creator economy and the expectations attached to influencer collaborations.
As brand events become larger and more frequent, organisers are increasingly required to balance:
- Creator expectations
- Brand commitments
- Crowd management
- Event logistics
- Deliverables and barter agreements
The Glam Up Fest controversy has become an example of how quickly operational issues can overshadow even high-profile announcements and celebrity appearances.
What Was Flipkart Trying to Achieve at the Event?
From a business perspective, Glam Up Fest was intended to strengthen Flipkart’s position within India’s rapidly growing beauty market.
The company used the platform to showcase its expanding beauty portfolio, highlight consumer trends and deepen engagement with creators who play an increasingly important role in beauty product discovery and recommendations.
However, much of that messaging has now been overshadowed by discussions surrounding the hamper distribution controversy.
Has Flipkart Responded?
At the time of reporting, Flipkart had not publicly issued a detailed response to the allegations and viral videos.
The company has reportedly been approached for comment, and any official clarification is expected to provide greater context around the events that unfolded during the distribution process.
What Happens Next?
While the controversy may eventually fade, the incident serves as a reminder of how creator events have evolved.
Today, influencer gatherings are no longer niche industry functions. They have become large-scale public events involving thousands of attendees, major brands, celebrities and significant online visibility.
And as the creator economy continues to grow, organisers may increasingly find that managing expectations can be just as important as managing the event itself.