Relatability is the bridge: Vishnu Kaushal on tailoring personas to fit brand campaigns

On social media where every day a new creator goes viral, it is not easy to hold an audience’s attention. Yet, Vishnu Kaushal has built his own niche by keeping things simple and real. He is one of those rare creators who can make viewers laugh at the smallest things, while also promoting brands in a way that feels natural.

For advertisers, this quality has made him one of the most bankable voices in India’s creator economy. From Meta and Adidas India to Coca-Cola, IKEA and Flipkart, he has worked with some of the biggest brands, and yet his content still feels like a slice of everyday life.

Kaushal enjoys a strong digital presence. His Instagram following stands at 2.1 million. On average, each post receives 52.6k likes and reaches nearly 429.2k accounts, with an engagement rate of 2.42 per cent. His audience is young, with women aged 18–24 making up the majority at 68.31 per cent. Most of his viewers come from Delhi, but his appeal crosses regions and even borders. These statistics are more than vanity metrics — they make him a perfect partner for brands seeking both reach and engagement.

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A post shared by Vishnu Kaushal (@thevishnukaushal)

While many creators struggle to merge their content with brand messaging, Kaushal has turned it into his strength. He explained that he treats advertising collaborations as a creative challenge. “I see my job as giving a creative solution to a marketing problem. That’s what keeps brand work fun for me,” he said.

Unlike many creators who rely solely on verbal briefs or long presentations from brands, Kaushal has developed a structured system that ensures clarity and efficiency.

“When brands send me an eight-page deck for a 60-second integration, it’s often overwhelming and counterproductive,” he explained. “Most of the time, the key message gets lost in too much detail.”

To address this, he created a checklist that brands fill out before any collaboration. It asks them to specify the core campaign message, target audience, visual expectations, and the key values they want to highlight.

The checklist also allows Kaushal to maintain a fast turnaround time, which is particularly crucial during peak periods like Diwali when brand campaigns are in high demand. “I’ve completed the brief, concept, script, shooting, and feedback in just two days. That would not have been possible without a clear structure,” he said.

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Brands often approach him with requests to use specific characters from his content universe. Kaushal who is also known as 'the friendly neighborhood bhaisab' has adapted depending on the campaign’s target audience. “If a brand wants to target families, I’ll bring in the Punjabi parents. If it’s youth-focused, I’ll pick another persona. Relatability is the bridge,” he explained. This flexibility has made him a favourite for brands such as Blinkit, Samsung, Realme India and Google India.

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A post shared by Vishnu Kaushal (@thevishnukaushal)

But Kaushal is careful to maintain balance. He limits himself to four to six brand collaborations per month. “That leaves enough space for my organic content,” he explained. Festivals like Diwali, however, are an exception when demand spikes.

When asked about dream collaborations, he explained, “I have wanted to collaborate with Marvel for a long time. Govind (his brother) and I have this crazy idea for a Punjabi version of a Marvel series with proper production. We haven’t reached out yet, but when the time is right, I hope to make it happen.” 

Why Brands Trust Him

For brands, Kaushal represents a sweet spot. He brings scale, engagement, and most importantly, relatability. His content does not feel like an advertisement but a story that audiences want to watch. This is why brands continue to return to him for campaigns year after year.

As the creator economy expands, more influencers are being tested for authenticity. Many struggle with content fatigue, while others face backlash for being too commercial. Kaushal, however, has found a balance. By sticking to simple storytelling and genuine humour, he has built a long-lasting bond with his audience.

Kaushal has not limited himself to comedy sketches. Alongside creator Diksha Rawat, his long-time partner, he has explored lifestyle, beauty, and travel collaborations. This versatility has widened his audience and made him more appealing to brands across categories.

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A post shared by Vishnu Kaushal (@thevishnukaushal)

He has also ventured into entrepreneurship. In 2021, he launched Peach by Vishnu Kaushal, a clothing and stationery brand. What began as simple creator merchandise has grown into a label with its own identity. One of its standout products is a prompt journal, created in consultation with psychologists. “A great question is half the answer,” he explained, describing the journal’s purpose. For Kaushal, the brand is not just business but a way to add value to his followers’ lives.

Kaushal’s journey began almost by accident. At 18, he didn’t even own a phone. Feeling frustrated and restless, he started making videos as a form of self-expression. “I was just trying to express myself, to say something new. That’s how it started,” he explained.

It wasn’t until the pandemic that things truly took off. While locked down at home, Kaushal began experimenting with sketches and relatable characters. Audiences quickly connected with his Punjabi mom-and-dad acts, college sketches, and the now-famous Desi Hogwarts series.

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A post shared by Govind Kaushal (@govinuts)

His content went viral, and Kaushal quickly emerged as one of India’s rising comedy stars. What sets him apart is the simplicity of his humour. “There’s comedy in the simplest things,” he explained. “If you look at life from a third-person perspective, even a mum scolding you repeatedly becomes funny.”

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Staying Away from Controversy

In a time when online drama often drives visibility, Kaushal has consciously avoided it. “I’d rather be a slightly smaller creator doing my thing than be in the news for the wrong reasons,” he said. This decision has helped protect his reputation and strengthened the trust his audience places in him.

Away from the camera, Kaushal spends time on hobbies that keep him grounded. He practices martial arts, travels, and explores design and typography. These interests, he explained, fuel his creativity and keep him balanced.