Mid-Day rides on the comedic magic of Jamie Lever in its digital ad
Lever pulls off ace mimicry of leading celebrities in the ad
Every marketer worth his ROI knows that pulling off a humorous advertisement is no cakewalk. If it goes wrong, it can lead to the brand getting embroiled in a big controversy. No wonder, brands are now latching on to the format of stand-up comedy and leveraging stand-up comedians in their ad campaigns. On these lines, Mid-Day released an ad where Indian comedian and daughter of one of the most noted Indian comic star Johnny Lever, Jamie Lever took center stage.
In the video, Lever mimicks various Bollywood stars such as Sonam Kapoor, Kareena Kapoor Khan Khan, Johnny Lever himself, among others and towards the end makes the case for people to read Mid-Day. Lever's spot-on act and perfect comic-timing seem to have hit the right spot as the post has gained immense traction with numerous people sharing it on social media.
Brands like Hyundai, Tata Motors, PayU, Durex, HDFC life, Aegon Religare have also roped in comedians for their ads. Heineken teamed up with the Indian comedian Rudy Singh for the campaign called "Generations Apart" that went viral and gained over 1,66,000 views on YouTube. Kanan Gill, Kenny Sebastian, Tanmay Bhat, and Kaneez Surkha have featured in several ads during the last few years.
These comedians have a large say in influencing the digital audience today which makes brands ride on their popularity to curate lighthearted content for the digital space. Naturally, marketers noticed people gravitating towards them. Needless to say that creative collaborations like these, have a finger on the crowd's pulse.
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