CarryMinati stars in Arctic Fox’s roast-esque campaign for 'The Gamer Backpack'

As part of the ad campaign by creative agency Humour Me, the brand takes a subtle jibe at conventional advertising and marketing

e4m by exchange4media Staff
Published: Oct 3, 2020 9:28 AM  | 3 min read

Arctic Fox, to complement the brand’s core ethos of manifesting success with optimism, confidence and perseverance, has roped in YouTube content creator CarryMinati aka Ajey Nagar as its new brand ambassador of the brand. As someone who is the pioneer of streaming games in India, the Delhi-based YouTuber, streamer, gamer and rapper becomes an ideal exemplar to champion the brand's new offering ‘The Gamer Backpack’. Hailed as one of the key innovators in the advent of the digital community of India, CarryMinati stands firm at a 40 million-plus collective digital following. With an unmatched aptitude within the roasting and live gaming genre. He continues to remain undefeated in retaining his title of the most subscribed YouTube channels in India. 

As part of the ad campaign, orchestrated by creative agency Humour Me, the brand takes a subtle jibe at conventional advertising and marketing in a roast-esque sidesplitting video, setting it apart from its’ peers. With a tagline of ‘Dive In’, the brand sportingly takes a dig on itself whilst encouraging people to treat every challenge as an opportunity. 

Commenting on the new launch, Sridhar Thirunakara, Founder and CEO, Arctic Fox states, “Arctic Fox is a brand that has always stood for creativity and innovation. We, as a brand, have always believed in looking at the world differently, paired with a spirit of relentless optimism and perseverance we think we can change the world for good. We’re very excited to launch our new personalized gaming backpack and to bring CarryMinati on board as our new brand ambassador. We believe that his story and personality complement the brand’s universe and we’re excited to work with him on many more projects.” 

Arctic Fox’s newly appointed brand ambassador CarryMinati further elaborates, “I’m super grateful to be a part of the Arctic Fox family. Their trailblazing products are sheer standouts and are synonymous with my personal style. I’m looking forward to creating some magic with the team!” 

Talking about the avant-garde campaign, Dhruv Sachdeva, Founder and Chief Creative, Humour Me, says, “The day and age of doing a conventional brand ambassador launch campaign are long gone. Ajey as a creator is known for being brutally authentic. When working with a celebrity or top creator one has do justice to both the creator’s brand as well as the brand they are endorsing. We were clear from the get-go that whatever we chose do had to be authentic to both brand Arctic Fox and Carry. This was an extremely bold and ambitious idea and it needed an equally audacious brand to be in on the joke to bring about a larger message.”

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