India’s influencer ecosystem is under a spotlight even more so in 2025 with growing controversy around how awards are given, and who really “earns” them. Into this debate steps Jai Arora, popularly known by his online alias Tech-iela.
In an emotional Instagram reel released October 1, he asked for transparency, fairness, and respect in awarding creators, challenging the fairness of nomination and judging practices.
Known for his grounded content and close connection with followers, Tech-iela’s message has sparked a much-needed conversation at a time when creators are frustrated with opaque nomination processes, unfair practices, and awards that often appear more like marketing gimmicks than recognition of genuine talent.
In his reel, Tech-iela began with a clear disclaimer: he does not intend to defame anyone, including the winners of such awards. Instead, he explained his decision to speak out was driven by concern for the emotions and time invested by thousands of creators many of whom feel sidelined when awards go to those with influence, money, or connections.
He described how creators pour passion into their content, only to find that some ceremonies are more about sponsorships and politics than merit.
His honesty struck a chord with fellow digital creators, who have long shared whispers of favoritism, “pay-to-win” schemes, and confusing judging criteria. For many, Tech-iela’s words reflected what they had felt but hesitated to say: that awards have lost some of their credibility and need stronger ethical guardrails to stay relevant.
The controversy comes as influencer awards have increasingly blurred the line between celebration and commerce. Organizers today rely heavily on sponsorships, entry fees, and brand tie-ups. While these are valid revenue models, critics argue they risk tilting the scales in favor of money rather than creativity.
Tech-iela cautioned his audience to be aware that not every trophy is a true marker of excellence, sometimes, recognition can be bought or maneuvered. His comments gain even more weight in light of the recent Pulse Awards 2025 controversy, where categories were mishandled and the voting process was widely questioned.
This has fueled louder calls from creators and industry watchers for standardized nomination rules, independent auditing, and greater accountability to ensure winners truly reflect influence, creativity, and community impact.
Tech-iela’s followers responded overwhelmingly with support. Many commented that his openness was “refreshing” in an industry often polished with sponsorship deals and rehearsed speeches. Fans reassured him that he is already a winner in their eyes, regardless of formal recognition, and praised him for choosing transparency over silence.
Some even shared personal experiences of “sold awards” and expressed hope that creators will come together to demand reform. Tech-iela himself echoed this idea, suggesting that collective action is needed to clean up the influencer marketing ecosystem.
He also took a moment to thank his supporters, referring to them as his “family,” and reminding them that an award does not define success. His reel reframed the idea of recognition: the loyalty and trust of an engaged audience may be worth more than any trophy.
This statement arrives at a sensitive moment for India’s digital economy. Influencer marketing is now a multi-billion-rupee industry, shaping consumer choices and brand campaigns across sectors. But with greater power comes greater scrutiny. If award systems are seen as biased or bought, the credibility of the entire profession risks being undermined.
Globally, too, similar issues have surfaced. Even prestigious festivals like Cannes Lions have faced backlash over “fake campaigns” and poor auditing of awards. For India, the lesson is clear: credibility and trust are non-negotiable. Transparent and fair recognition systems are not just nice to have, they are essential to sustaining the influence of the economy’s long-term health.
Tech-iela’s video does not single out individuals or brands, but instead advocates for reform without defamation. His balanced tone, firm yet respectful, has helped the message resonate without deepening divides. In many ways, it represents a turning point: a creator using his platform not just for personal content but to advocate for the wellbeing of the entire community.
As the dust settles, his words remind both creators and audiences that awards are only as valuable as the trust they carry. And in a year where controversies dominate headlines, Tech-iela’s honesty may just be the spark that pushes the influencer ecosystem toward greater fairness, accountability, and respect.
