From Raghu Ram to Dolly Chaiwala, how brands invoked the marketing multiverse

Imagine watching a Marvel movie where Spider-Man swings in from one universe, Deadpool cracks a joke from another, and Loki, ever the trickster, throws in a mischief-filled twist. You’d think, “Wow, what an eclectic mix!” Yet, this very blend is what brands are tapping into today to create a viral marketing multiverse. 

Just like how Marvel mixes different universes to create a story that has something for everyone, today’s ads are doing the same with marketing tactics. Imagine pulling elements from nostalgia, memes, influencers, and pop culture, and then blending them into one campaign—what you get is a recipe for virality. These ads mix humor, heart, and everything in between to make sure they resonate with every generation. It’s fresh, it’s fun, and it’s exactly what the internet loves—content that’s as dynamic as the people who consume it. Welcome to the multiverse of marketing tactics, where every brand is a superhero in its own right.

boAt & Zepto's "Gentlemen's Party" Ad

The recent collaboration between boAt and Zepto features a humorous and chaotic year-end party scene where Balraj, the “nice guy,” hosts an event for some of the internet’s most famously irate personalities. The key characters in the ad include Raghu Ram, Kokila Ben from Saath Nibhaana Saathiya, and Perpendicular from Gangs of Wasseypur. Balraj forgets the boAt speaker, and in a pinch, Zepto delivers it within 10 minutes, saving the party. The ad blends nostalgia with influencer marketing by tapping into popular characters known for their unique personalities and memorable TV moments. This ad combines humour, practicality, and the nostalgia of beloved TV personalities, making it relatable and shareable.

Myntra's Big Fashion Festival (BFF) Campaign

Myntra’s BFF campaign features a star-studded cast including Neil Nitin Mukesh, Neeti Mohan, Mukti Mohan, Seema Sajdeh, Bhavna Pandey, Neelam Kothari, and the iconic CID team—Shivaji Satam (ACP Pradyuman), Dayanand Shetty (Daya), and Aditya Srivastava (Abhijeet). The advertisement humorously portrays how these celebrities, frustrated by being overshadowed by Karan Johar and his lookalikes, try to reclaim the spotlight during the festival. This ad taps into the nostalgia of CID fans and adds humour to the fashion promotion, engaging both older and younger audiences. It effectively blends nostalgia marketing with influencer humour, making it relatable and entertaining.

Swiggy's Group Order Chaos on Instagram

Swiggy’s Instagram ad humorously captures the chaos that often accompanies group food orders. The ad features a diverse cast of popular internet personalities such as Puneet Superstar (Prakash Kumar), known for his comedic over-the-top style, Dolly Chaiwala, famous for serving tea, and Chandrika Gera, who advocates for everyone’s food preferences. Laxmi Sharma, known for her "Level sabke niklenge" dialogue, adds a quirky twist to the group’s dynamic. Other characters like Qureshi, Darshan, and Satvik Subramaniam further contribute their signature comedic or commentary styles, creating a fun and relatable atmosphere. The ad cleverly plays on meme marketing and influencer engagement, using humor to showcase the chaos of group orders while promoting Swiggy’s fast and efficient service.

Netflix India "Playback 2024" Ad

Netflix India’s "Playback 2024" ad offers a vibrant recap of the year’s most iconic moments. A diverse ensemble cast recreates beloved scenes from popular Netflix shows. Aditi Rao Hydari and Zayed Khan, for example, reenact the iconic "Gaja Gamini" walk from Heeramandi, while Shalini Passi and Darshan Magdum add humor by referencing Fabulous Lives of Bollywood Wives. Taapsee Pannu and Naman Arora recreate a scene from Phir Aayi Haseen Dilruba, and Sparsh Srivastava and Nitanshi Goel reprise their roles from Laapata Ladies. The ad also features Vaibhav from Kota Factory, adding humor with his worry over marks, and Munawar Faruqui and Elvish Yadav playing a game of "Red Light, Green Light" for extra fun. The ad blends nostalgia, influencer, and moment marketing, perfectly capturing the year’s highlights with humor and engaging content for all types of viewers.

Spotify India "Wrapped" Campaign (2024)

Spotify India's 2024 "Wrapped" campaign brings together Bollywood actors and social media influencers in a lighthearted and humorous way. In the “Team Bhidu or Team Bandruh?” ad, Jackie Shroff and Ananya Panday engage in a playful exchange, with Ananya mimicking Jackie’s iconic ‘Bhidu’ persona, and revealing Jackie's most-streamed track, “Big Dawgs” by Hanumankind. In another segment, Uorfi Javed and Orhan Awatramani share witty banter in an urban pub setting. Uorfi discovers Orry’s breakup anthem, a Bollywood track from Tamasha, adding humor to their relationship dynamic. The campaign also features Zen Earworms, where Bollywood actor Dalip Tahil plays a yoga instructor, interrupted by artists Sanju Rathod and Mohammad Faiz. These moments combine humor, influencer marketing, and nostalgic Bollywood references, making the ad highly engaging and shareable for all audiences.

Zomato Father's Day Ad (2024)

Zomato’s Father’s Day ad, featuring Bollywood actors Sanjay Kapoor, Chunky Pandey, and Ashish Vidyarthi, takes a humorous yet heartfelt approach to the often-overlooked role of fathers. The ad showcases these fathers trying to connect with their children but being met with indifference. However, the narrative takes a turn when the fathers enjoy a meal together, celebrating the importance of family and quality time over a meal. The ad blends humor with emotional appeal, reinforcing Zomato's brand image of facilitating memorable dining experiences. It resonates with a wide audience, tapping into the universal value of spending time with loved ones.

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Zomato & CID Collaboration Ad (2024)

In December 2024, Zomato teamed up with the iconic CID team for a unique ad featuring ACP Pradyuman (Shivaji Satam), Senior Inspector Abhijeet, and Senior Inspector Daya. The ad starts with a Zomato delivery partner arriving at the CID office to deliver food, only to find the door broken. This sparks a humorous crime investigation scenario, blending food delivery with a suspenseful investigation theme. The collaboration taps into the nostalgia of CID fans, while promoting Zomato’s services in a fun and engaging way. The ad creatively merges suspense and humor, appealing to both food lovers and CID enthusiasts.

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