A look at campaigns that made waves on social media as 2026 began

As 2026 began, several brands made a splash on social media, leveraging creator-led campaigns to engage audiences in fresh and relatable ways. From stand-up comedy to lifestyle collaborations, these activations stood out not only for their visibility but also for the organic, authentic ways in which the brand was integrated into creators’ everyday storytelling.

Some of the most talked-about campaigns featured Airtel, Boldfit, Netflix India, Flipkart and Underneat, each leveraging social media to connect with audiences while allowing creators’ personalities and humour to take centre stage.

Gaurav Kapoor Stars in Airtel’s Comedy-Driven Roaming Campaign

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A post shared by Gaurav Kapoor (@gauravkpoor)

Airtel’s latest international roaming campaign takes an unconventional approach by embedding the brand directly into a stand-up comedy format. Featuring comedian Gaurav Kapoor, the film is presented as a live performance, using everyday travel frustrations as the backbone of the narrative rather than a scripted brand storyline.

The campaign opens with Kapoor interacting with the audience about overseas travel, casually asking who has travelled abroad and to which destinations. Nepal, Singapore and Japan are cited as examples, quickly establishing that “abroad” is no longer limited to long-haul trips. The humour builds around a familiar insight: Indian travellers may seek new experiences overseas, but their expectations remain rooted in comfort, particularly regarding food and connectivity.

Samay Raina Returns to Boldfit with Suhani Shah

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A post shared by Samay Raina (@maisamayhoon)

Samay Raina, long associated with Boldfit, returns in the brand’s latest campaign alongside mentalist, magician and mind reader Suhani Shah. Known for creator-led, humour-driven activations, Boldfit leverages the duo’s playful banter to showcase its fitness gear naturally, without a heavy product push.

The ad subverts expectations, beginning as a personal conversation before evolving into a gym-buddy challenge. Raina’s signature humour and Shah’s quick-witted responses make the workout relatable and entertaining, while Boldfit is seamlessly positioned as the solution to common gym excuses.

The campaign reinforces Boldfit’s strategy of long-term creator partnerships, engaging younger audiences through humour, authenticity and seamless brand integration.

Creators Celebrate Netflix India’s 10-Year Journey

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A post shared by Prajakta Koli (@mostlysane)

One of Netflix India’s most authentic campaigns this week came from creators such as Prajakta, Tanmay Bhat and Rebel Kid, who spontaneously joined forces to celebrate the platform’s 10-year journey in India.

The creators shared heartfelt messages, such as, “Thank you for making my dreams come true,” expressing genuine gratitude rather than promoting a product. The collaboration felt organic, serving as a true celebration of the stories and opportunities Netflix has provided to creators over the past decade.

Nischay Malhan & Radhika Malhan Energise Flipkart’s Predator League

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A post shared by Nischay Malhan (@triggeredinsaan)

For Flipkart’s recent campaign centred on the Asia-Pacific Predator League Grand Finals in Delhi, creators Nischay Malhan and Radhika Malhan brought their signature casual, relatable style to the promotion.

The couple naturally wove the event into their everyday storytelling, moving seamlessly between shopping, dinner, concerts, and other activities before introducing the gaming tournament. Their approach felt like a conversation with fans rather than a scripted advertisement. Key details, January 10–11 dates, 14 international teams, a ₹4 lakh prize pool, and live performances by Raftaar, Krishna, Nikita Gandhi, and Asees Kaur, were highlighted effortlessly, while Flipkart was positioned as the official digital partner.

They also showcased perks such as free event tickets, 30% off coupons, and exclusive offers on Acer gaming laptops, keeping the tone light, personal, and engaging.

Rida Tharana Teams Up With Underneat

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A post shared by Rida Tharana (@rida.tharanaa)

Rida Tharana’s latest collaboration with Kusha Kapila’s brand, Underneat, celebrates comfort and self-expression. In an organic and heartfelt post, she described the clothes as “like getting a hug without even asking for one” and offered fans 11% off with the code Rida11.

The campaign comes across as natural, personal and relatable, letting Ridda’s style and enthusiasm take centre stage while seamlessly promoting the brand.