How Indian brands are using humour as the backbone of advertising in 2026

2026 is shaping up as the year Indian brands fully embrace humour as a core storytelling tool, integrating it naturally through comedians, creators, and actors for campaigns that feel authentic, relatable, and highly shareable.

Indian advertising has hit a sweet spot: humour feels effortless and integrated, not stacked on as an afterthought. This shift is driven by short-attention-span of audiences on social media, where a funny reel can outperform a polished TV advertisement. When done right, humour builds instant connection, boosts recall, and sparks organic virality.

Partnering Up with Comedians

Brands in 2026 are increasingly collaborating with stand-up comedians and creators for campaigns that embed products into their signature styles. For example:

Samay Raina & Suhani Shah for Boldfit

Samay's excuses for skipping workouts pair with Suhani's quick-witted responses, positioned Boldfit as the fun, no-excuses solution for fitness gear. The relatable humour resonates with non-gym-goers, making it highly shareable. 

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Gaurav Kapoor for Airtel International Roaming

Comedian Gaurav Kapoor delivers a stand-up set-style ad, turning common travel frustrations (roaming bills, connectivity issues) into punchline material. The brand integrates seamlessly into his live-performance routine, making the humour feel organic and relatable for frequent travellers. 

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Samay Raina & Sunil Pal for Strch Activewear

The ad's biggest irony comes from Samay Raina collaborating with Sunil Pal, months after Sunil criticized Samay's edgy comedy. The script flips the tension: Samay boasts about earnings from "gaali-galoch," and Sunil reluctantly joins when he sees the paycheck. Roast-style banter mocks debates around comedy while showcasing activewear naturally. Ashish Chanchlani called it "Funniest guy in country with Samay Raina," Raftaar joked "26 me to duniya khatam hone wali thi na." 

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Zakir Khan for Airtel in MP

The ad playfully highlights Airtel's services in MP using witty commentary typical of Zakir's style. His style of blending heart and laughs makes him a natural fit for campaigns emphasizing connection and relatability. 

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A post shared by Zakir Khan (@zakirkhan_208)

Leveraging Viral Moments and memes into campaigns

Palmonas’ Campaign

Shraddha Kapoor (co-founder) and Amrita Rao team up in a playful ad challenging why mangalsutras are only for married women. Shraddha "jealously" resists hiring another ambassador, while Amrita revives her iconic Vivah “Jal lijiye” line (with meme extensions like “Jal rahi hai to jaldi lijiye”). The nostalgia + self-trolling humour went viral, with fans praising the crossover and meme revival. 

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Sunil Grover, Aamir Khan & Vir Das for Happy Patel: Khatarnak Jasoos

The film's promo became a viral sensation with Sunil Grover impersonating Aamir Khan so convincingly that Vir Das mistakes him for the real one. The identity mix-up, humour, and real mimicry legacy (from Kapil Sharma Show) made it explode online, with users even swapping names at the premiere. The promo cleverly uses the viral "fake Aamir" moment for self-aware promotion of Vir Das's directorial debut. 

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Tiger Shroff and Varun Sharma for Leeford Ortho Abs Wrap

Tiger Shroff teams up with Varun Sharma in a fun, action-comedy style ad for Leeford Ortho Abs Wrap. The duo's chemistry brings a light-hearted, buddy-comedy vibe to the product, making it relatable for those dealing with workout strains or everyday aches. 

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What stands out in these early 2026 campaigns is how humour has evolved from a mere garnish to the very backbone of the narrative. This shift reflects a deeper truth: in a year where audiences are bombarded with content, the ads that win are the ones that make people laugh, share, and remember without feeling sold to. By leaning into irony, nostalgia, self-awareness, brands are proving that the best way to sell in 2026 is to entertain first-and let the product ride along.