Milan police responded to a reported robbery involving Italian influencer and DJ Fabio Rovazzi on May 12, 2024, after he livestreamed an incident on Instagram.The incident, initially appearing as a genuine theft, was later revealed to be a coordinated advertising stunt.
Rovazzi was broadcasting a live video on instagram when a man snatched a mobile phone containing stem cells-collected for a future medical procedure-from his grasp. A subsequent chase ensued, captured partially on the livestream, prompting a police response in the Milan city center. Authorities quickly apprehended a suspect. However, it was subsequently disclosed that the entire event was a pre-planned promotional campaign for a stem cell bank, “Smart Cells.” The stunt aimed to raise awareness about the importance of preserving stem cells and the services offered by the company.
The incident occurred around 2:26 PM Central European Time. Rovazzi, known for his viral music videos and social media presence, had publicly discussed undergoing a stem cell collection procedure. Smart Cells confirmed their involvement, stating the “robbery” was a staged event designed to highlight the value of the biological material stored within their facilities. The company emphasized that no actual crime was committed and that Rovazzi willingly participated in the promotion. Milan police are evaluating the legality of the stunt, considering potential public order violations related to causing unneeded alarm.
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