Event Coverage
Hamper chaos at Flipkart Glam Up Fest sparks creator backlash
Event for 6,000 plus creators faces criticism over giveaway distribution.
NEW DELHI: What was meant to be a beauty bonanza ended with a scramble for the spotlight and the swag. Flipkart’s Glam Up Fest 2026, one of the country’s biggest beauty creator gatherings, has come under scrutiny after videos showing chaotic scenes during hamper distribution went viral across social media platforms, shifting attention away from beauty trends and onto crowd management concerns.
Held at Pragati Maidan, the event brought together more than 6,000 creators, influencers, celebrities and beauty brands, positioning itself as a major celebration of India’s rapidly expanding beauty and creator economy. However, the conversation online quickly turned from cosmetics to controversy after footage emerged of attendees rushing towards stacks of giveaway bags at the end of the event.
Videos circulating on Instagram and other platforms showed large crowds converging around hamper distribution areas, with some clips appearing to capture pushing, heated arguments and attendees attempting to collect multiple bags. In several videos, people could be seen entering areas where the giveaway merchandise had been stored, while others were filmed grabbing bags directly from piles.
At the centre of the controversy are claims from attendees who said they had been promised collaboration hampers reportedly worth around Rs 6,000. Several creators alleged that the supply of hampers ran out before all eligible attendees could collect them, while others criticised what they described as inadequate crowd control and a lack of clear distribution mechanisms.
The incident quickly snowballed into a wider debate across social media, with two competing narratives emerging.
One group of attendees blamed event management, arguing that the scale of the gathering required stricter controls, better queue systems and stronger on-ground supervision. Critics questioned whether enough hampers had been allocated and whether organisers had adequately planned for demand from thousands of creators.
Others pointed to attendee behaviour, arguing that parts of the crowd contributed to the disorder. Some social media users criticised individuals who appeared more focused on collecting freebies than participating in the event itself, while several attendees claimed that attempts to secure multiple bags intensified the situation.
The backlash gained momentum because of the contrast between the event’s positioning and the images that emerged online. Glam Up Fest was designed to showcase beauty brands, influencer collaborations and emerging consumer trends. Instead, much of the viral conversation focused on scenes many users described as a “free-for-all” over giveaway merchandise.
The controversy also reignited broader discussions around influencer culture and brand events. Many online commentators suggested that the incident reinforced existing perceptions that freebies often overshadow the purpose of creator gatherings, while others argued that the focus should remain on event execution rather than on participants alone.
The timing is notable given Flipkart’s growing investment in the beauty category. At the event, the company highlighted strong momentum in beauty and personal care, reporting 50 per cent year-on-year growth in the category and revealing that Gen Z accounts for nearly 60 per cent of purchases on the platform.
Yet despite those milestones, the hamper controversy has dominated online conversations in the days following the event.
As of the latest reports, Flipkart had not issued a public statement addressing the incident. For many observers, the episode serves as a reminder that in the social media era, a few viral moments can quickly reshape the narrative around even the most carefully curated events.
In a festival designed to celebrate beauty, it was the battle for the goodie bags that ultimately stole the show.
