Social media influencer and YouTuber Apoorva Mukhija, popularly known as ‘The Rebel Kid,’ has been removed from Rajasthan Tourism’s treasure hunt shoot in collaboration with IIFA following widespread backlash over her controversial YouTube show, India’s Got Latent.
Apoorva Mukhija removed from IIFA treasure hunt
In an official statement, the Rajasthan Tourism Department confirmed that IIFA had informed them of Apoorva’s exclusion from the list of IIFA promoters, effectively severing her ties with the campaign. Originally, she was scheduled to visit Udaipur on February 20 for a promotional treasure hunt shoot at City Palace, Amarai Ghat, and Pichola Lake alongside actor Ali Fazal.
However, amidst growing protests, her name was discreetly removed. While no official reason was provided, it is widely speculated that mounting opposition and threats against her presence in Rajasthan played a key role in the decision.
The controversy escalated after a case was registered in Kota on February 13 against influencers associated with India’s Got Latent. Additionally, the Rajput Karni Sena strongly opposed Apoorva’s involvement.
Udaipur division chief Dr. Paramveer Singh Dulwat stated, “These people release such videos on social media to make themselves superstars. The Tourism Department is bringing them to the land of Mewar for IIFA-related shoots, which will not be tolerated.”
Despite this setback, Rajasthan Tourism’s promotional treasure hunt campaign remains underway, covering seven cities with a mix of Bollywood stars and social media influencers since its launch on February 7.
Who is Apoorva Mukhija?
Apoorva Mukhija, also known as ‘Kaleshi Aurat,’ has gained prominence through her bold and unfiltered content, amassing a huge following on Instagram with skits and reels that deliver candid, often explicit commentary on everyday life. While her fearless approach has made her a viral sensation, it has also drawn significant criticism.
Over the years, she has collaborated with major global brands such as Nike, Amazon, Meta, and Maybelline and was even recognised in Forbes India’s Top 100 Digital Stars list.
However, this isn’t her first brush with controversy. In a recent event at Delhi Technological University (DTU), she was caught in a heated verbal exchange with the audience, further intensifying debates over her style of digital content and public appearances.