New Delhi–The online gambling surge in India has drawn more than just millions of ordinary users—it’s now powered by influencer marketing campaigns that blur ethical lines and regularly skirt regulatory oversight. With stars like Elvish Yadav and rapper Raftaar openly promoting betting platforms to vast, predominantly young audiences, concerns are rising about the real-world consequences of unchecked gambling endorsements in the country.
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High-Stakes Promotions: The New Celebrity Cash Machine
India’s most popular gambling sites, such as Stake.com, 1xBet, Parimatch, and Dafabet, have found fertile ground by collaborating with influencers and celebrities to accelerate their reach. The “Parimatch Squad”—featuring top Indian content creators like Elvish Yadav—has been seen across social media and YouTube, staging games, “challenges,” and even real-world events designed to funnel viewers into betting platforms.
Raftaar, a prominent rapper in India, has taken his endeavors to the next level. He has conducted live gambling sessions on platforms such as Kick.com, endorsed Stake during major events like the 2023 ICC Cricket World Cup, and utilized his substantial following on Instagram and X (previously known as Twitter) to normalize—and even glamorize—the practice of online betting.
While some influencers have faced online backlash, their promotional activity rarely slows. Instead, comments sections are restricted and sponsored content continues to surface, suggesting little real deterrence from public criticism.
“A single shoutout from these celebrities reaches millions. Young fans see it as a stamp of legitimacy—sometimes even as a ticket to prosperity,” said a digital policy researcher based in Pune.
Evidence Mounts—But Action Remains Patchy
The consequences have not been limited to marketing. Elvish Yadav was summoned by Delhi Police in a high-profile ₹500 crore betting app scam, where influencers allegedly lured users with guarantees and high returns. Investigations uncovered direct messaging campaigns driving traffic and investment to such apps.
Raftaar’s promotional blitz continues unchecked, and industry insiders say he’s regarded as a de facto brand ambassador for Stake.com—a global crypto gambling operator actively seeking Indian users. Despite clear evidence of public influencer partnerships, there is little indication of formal industry-wide bans or penalties.
In contrast, while speculation has circulated about other celebrities, there is no direct evidence as of August 2025 that artists like Karan Aujla have endorsed gambling platforms on par with Elvish Yadav and Raftaar.
Regulation: Steps Forward, Leaps Backward
As of 2025, the Indian government blocked more than 1,500 online gambling platforms and introduced penalties for illegal betting, including up to seven years in prison. The Ministry of Electronics and IT (MeitY) also acted against foreign betting operators ahead of IPL 2025. But these measures have targeted websites rather than high-profile local promoters.
There is currently no effective system for regulating influencer endorsements of gambling or for holding celebrities accountable for the impact of their promotions on youth and vulnerable groups. Industry advisories exist, but enforcement is inconsistent. Meanwhile, influencers using coded language or promoting overseas sites often evade major penalties and continue their outreach.
Impact: “A Predatory Industry Masquerading as Entertainment”
For young people, the influence is profound. Digital platforms tailor promotions to Indian users, offer localized payment options, and promise “cashback” or “guaranteed wins.” Social media marketing, coupled with celebrity legitimacy, makes gambling seem not just acceptable but aspirational.
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The psychological and financial toll is mounting on people’s head: students have reported losing their savings and fees, falling into spirals of debt, or risking criminal exposure to recoup losses. Mental health experts warn of serious rising rates of anxiety, depression, and gambling-linked self-harm among Indian youth.
Table: Influencer Promotion of Online Gambling in India (2025)
| Name | Promotion Evidence | Platform/Brand | Official Action? |
|---|---|---|---|
| Elvish Yadav | Parimatch Squad, betting app promotions | Parimatch, HIBOX scam | Summoned, no major penalty |
| Raftaar | Social media posts, live casino streams | Stake, Kick | No penalty, only backlash |
| Karan Aujla | Social media posts, live casino streams | Stake | No penalty, only backlash |
“Looting a Young Generation?” — Calls for Reform
Experts, educators, and parents now demand swift measures:
- Mandatory disclosures and warnings on all celebrity-endorsed gambling content
- Moves to block not just the gambling sites, but the marketing deals and sponsorships that feed them
- Education campaigns highlighting the risks—not just the glamour—of betting for India’s young population
For now, the onus remains on families and communities to instill a sense of caution. But with the online gambling industry forecast to cross $8 billion this year, industry observers fear that unless enforcement adapts, India’s youth will remain at the mercy of an industry where loss—not profit—is the most reliable outcome.
