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Tag: humour

  • Samay Raina’s India’s Got Latent OTT races up the download charts

    Samay Raina’s India’s Got Latent OTT races up the download charts

    MUMBAI:  Some people know him for popularising chess to the masses, Others know him as one of the most popular comedians in India but Samay Raina is now also an entertainment-preneur – making a business out of his entertainment.

    Six months ago, Samay created a show on YouTube called India’s Got Latent. The show allows people to showcase their  talent or skill in front of a panel of judges curated by Samay Raina. Not another talent show? Hasn’t viewer fatigue set in?

    But, wait, India’s Got Latent is not just another talent show. For one,  it’s totally irreverent as far as its contestants, judges and special guests are concerned. Then it’s ticketed and the  live audience pays Rs 2,000 to just get in. Other talent shows decide the winner based on who gets the highest score. But not on Samay’s India’s Got Latent.  Contestants/participants score themselves individually  before they strut their stuff on stage. Then it’s the turn of the judges.  If the contestant’s  scores matches with the score given by the jury  he or she is the winner. and goes home with a cash prize of Rs 1 lakh, which is given by the sponsor of the episode.
     

    India's Go Latent

     

    The show combines humour (it’s very north Indian and we’d say GenZ, full of free flowing cuss words and double entendres) with a talent showcase giving an opportunity to common-as-garden individuals to present their talents.

    This unique show became viral like no other IP on YouTube, and it has been attracting subscribers like flies to a honeypot. The number has reached 6.7 million subscribers at the time of writing.Each episode is doing an average of 25 million with the recent ones clocking 30 plus million views.  

     

    So strong is the pull, that Samay has dared to make bonus episodes available on membership (a monthly subscription to its YouTube channel). Estimates are that he has close to 500,000  paid subscribers coughing up Rs 60 each a month which gets him about Rs 2 crore a month, deducting YouTube fees.

    India’s got Latent has become so popular not only on YouTube free and membership that it has encouraged Samay Raina to create a streaming app. Yes, a streaming app, and he announced on his Instagram handle that it’s there for downloading.  

    Samay Raina unflitered us tour

    He also said he’s got more – many more  IPs  in production – a poetry show and a rap competition which will be available on a monthly subscription of Rs 59. There will be some other services available including tickets to his shows in the app. At the time of writing, India’s Got Latent had reached amongst the top 50  downloaded apps in the country on the Google Playstore and at No 1 on the Appstore. That too within a day of its introduction on the two stores.

    Not just that. Samay has a north American tour Samay Raina Unfiltered planned between February and March first week with 10 shows  each planned for Canada and the US. Tickets for these are  already on sale online and they are selling out fast.

    Clearly, this is one social media sensation who is taking advantage of the right samay (time) and cashing it in. 

  • Adobe unveils 2025 creative trends: Escapism meets reality in surreal visuals

    Adobe unveils 2025 creative trends: Escapism meets reality in surreal visuals

    Mumbai: Adobe’s 2025 Creative Trends Forecast explores how imagination and reality collide, highlighting top trends like surreal visuals, humour, and immersive experiences. This year’s trends reflect a growing desire for escapism and authentic connection in creative storytelling.

    Here’s a closer look at the key trends set to define creativity in 2025.

    Key 2025 creative trends

    Fantastic frontiers

    The Fantastic Frontiers trend invites audiences to explore magical, uncharted worlds where imaginative and unreal new visuals reflect our desire for escapism. Fantastic Frontiers merges technology and culture, signalling a future in which our imaginations are truly limitless. Years of digital world-building, especially in gaming, have prepared us for this shift, fueling consumer appetite for these dreamlike images. Generative AI is also revolutionising creativity, allowing artists to make the extraordinary possible. And we are seeing this trend now in traditionally produced commercial projects just as often as in AI-generated content.

    Levity and laughter

    Humour has long been the media’s secret sauce, with 90 per cent of consumers more likely to remember funny ads over serious ones. At the 2023 Cannes Film Festival, 52 per cent of category-winning films were comedies —up 43 per cent from 2022 — highlighting humour’s universal appeal.

    Representing the next wave of comedic perspectives in brand messaging, the Levity and Laughter trend is characterized by the use of humour to make content more engaging and memorable. Brands are discovering that memes and other funny posts are shared more often than serious posts on social platforms, so they’re crafting humorous posts to reach larger audiences. By embracing the casual, playful tone we use online, companies are building more personal connections with consumers, making their brands feel more relatable and human.

    This trend also allows creators to approach serious issues without being heavy-handed or divisive, boosting engagement with sharable experiences that are at once joyful and meaningful.

    Time warp

    As the space economy surges, reaching an estimated US $1 trillion in annual revenue by 2040, we’re seeing a similar rise in retrofuturism.

    Turbocharged by AI, the Time Warp trend blends futuristic components with historical and vintage elements, pulling styles from ancient Rome, the roaring twenties, the groovy seventies and beyond, to create a nostalgic yet fresh aesthetic. Generative AI has played a key role in popularizing this style by making it easier to experiment and combine elements from different eras. But as this aesthetic has gained mainstream engagement, we are seeing a surge of traditionally produced (non-AI) commercial projects in this style as well.

    This juxtaposition of past and future is even capturing the attention of Gen Zers, who are increasingly showing interest in, and even yearning for, a past they didn’t experience firsthand. The world is changing rapidly and Time Warp remixes eras and reimagines history for the future.

    Immersive appeal

    As we spend more time on screens, there’s been a corresponding demand for multisensorial experiences. The Immersive Appeal trend offers a powerful solution by creating interactions that spark joy and wonder. From immersive art installations and theme parks to experiential shopping, examples of this trend can go far beyond the visual to involve touch, sound, and even smell.

    With consumers craving more sensory involvement and today’s technology making it possible, we’re seeing a rise in marketing campaigns that surround us. Brands are using a strategy known as ‘world-building’ to transport us into their fully realized universes. The best-known example of this is the Barbie marketing phenomenon, which encompassed a blockbuster movie, real-world events, and a variety of themed “Barbie-core” experiences.

    Immersive Appeal cures screen fatigue by inviting audiences to enter fantastic interactive worlds and prioritizing profoundly felt experiences over passive consumption.

  • The Pant Project launches humorous ad campaign

    The Pant Project launches humorous ad campaign

    Mumbai: The Pant Project has launched a new ad campaign leveraging humor and memes. By acknowledging that humor is key to male social interactions, the campaign challenges the serious tone often found in menswear marketing.

    The latest campaign features a humorous segment on the Beerbiceps podcast. The ad begins with a close-up of a Beerbiceps lookalike mid-conversation, who is interviewing a pair of pants instead of a traditional guest. He kicks things off with a comical question: “What would you do if an alien stole your zipper?”

    The playful banter continues as he jokes, “You and your underwear spend the whole day together—would you call yourselves ‘chaddi buddies’?” The mood shifts when the pants get up and walk off the set, leaving the host’s laughter to fade awkwardly.

    Turning to the camera, the host says, “So guys, that was a pair of pants by The Pant Project.” The ad concludes with a voiceover: “Some questions are hard to answer, but for the rest, we let our pants talk.”

    “Our latest campaign focuses on one key narrative – No nonsense pants for No Nonsense men but with a humorous twist. We embraced meme marketing to engage with men in a fresh and relatable way. The campaign is a mix of humor, comfort, and authority, using a light-hearted narrative to highlight that what we know best is to make great pants,” said The Pant Project co-founder Dhruv Toshniwal.

    The campaign highlights the brand’s unique blend of humor and style, allowing their custom-fit pants to take center stage.

  • Sassy, Snarky, and Social: How playful content is redefining brand personas online!

    Sassy, Snarky, and Social: How playful content is redefining brand personas online!

    Mumbai: “I wouldn’t tell anyone I won the lottery, but there will be signs,” or “You wouldn’t last an hour in the asylum where they raised me,” or “One love for the mother’s pride” – if these lines ring a bell, you’re nailing the social media update game. If not, keep scrolling!

    In today’s digital world, where attention spans are short and competition for engagement is tough, brands are always on the lookout for fresh ways to connect with their audience. One tactic that’s proven super effective is using playful content to redefine brand personalities online. Whether it’s memes, visually cool stuff, interactive challenges, or funny reels, people are all about playful content these days.

    Playful content makes brands more relatable and friendly to consumers. In a world full of serious messages, playful content stands out by adding humour, wit, and creativity to brand talk. Plus, it lets brands show off their personality and values in a more real way, helping them connect with consumers on an emotional level. This builds trust and loyalty because people like brands they see as honest and real.

    One big perk of playful content is its power to get people talking and sharing. In a time where social media algorithms love stuff that gets likes, shares, and comments, playful content shines. It taps into our love for fun and games, making us want to join in and share with our friends. This can really boost a brand’s reach and visibility, which is great for business.

    From a smart thinking perspective, playful content helps brands stand out in a crowded market. By adding humour and creativity to their messages, brands can make a unique identity that sets them apart from others. This is super important for catching people’s attention and staying on their minds in a busy online world.

    And that’s not all! Playful content can start conversations and bring people together. Whether it’s a funny meme or a cool challenge, brands can make chances for people to connect over shared interests. This makes people more loyal to the brand and gives brands valuable info about what people like.

    In the end, playful content is reshaping how brands look online by making them seem more human, genuine, and friendly. By using playfulness as a big part of their marketing plan, brands can find new chances to connect, be creative, and grow in the digital age.

    The author of this article is Social Media & Content head Vani Nair.

  • Arise inverters launches new TVC with a humour streak

    Arise inverters launches new TVC with a humour streak

    NEW DELHI: Arise Invertors have come out with a new television commercial that attempts to bring humour even as it conveys the commercial message. Created by Percept/H for Apocalypso Films executive creative director Rajiv Agrawal, the TVC has been directed by Pradeep Sarkar and produced by Rachita Chowdhury.

    Arise India Ltd. MD Avinash Jain said, “Through the TVC we wish to communicate our core message of Arise Inverter, thus helping in saving electricity. The mandate to Percept H was to create an endearing advertisement which creates an instant connect with the audience and makes them understand the USP of the product in the first view itself. With the resultant advert we are very optimistic about the deliverance of the messaging and thus are looking forward towards encouraging sales of the product.”

    Rajiv Agrawal said, “Arise has been a fledgling brand. The owners have decided to take it to a different level. The one line brief from the chairman, Avinash Jain, was: ‘give me memorable advertising’. How many times do client say such things these days? And that’s exactly what we’ve attempted to do. Create disruptive advertising which, hopefully, will be memorable while doing justice to the brand and the volumes.”

    The story line of the 30-second film opens inside the chamber of an orthopedic doctor. A doctor is examining the X-ray and the patient lying on the bed with his leg stringed and his wife and a nurse standing by. The doctor looks at the patient and speaks: “Hoon…Sharma Ji aapke pair ki dono haddiyan ghutne se toot chuki hain. Ek mein 6 inch ki nail dalegi aur doosre mein steel ki plate. Theek hai?” The patient looks bewildered. “Hmm…”

    As the doctor in his style consoles the patient, he says: “Process hai…tumhare haath hi haddi ko khurcha jayega”. The patient gives the scared look and asks in disbelief: “K..K..Kyoon?”

    The doctor once again consoles the patient. “Arre leto leto…process hai…char mahine ka plaster lagega…uske baad football, kabaddi, kuch bhi khel sakte ho.” The patient in surprise asks the doctor: “Kya guarantee hai?” The doctor replies in full confidence: “Guarantee…Hai Guarantee!…”

    The doctor points out to the supers appearing one by one on the screen: Intelligent Charging System and Sinewave Service.

    The voice-over : “Intelligent Charging System ki Guarantee…Sinewave ki Guarantee…Service ki Guarantee…”

    The product window shows a wide range of Arise Inverters and Batteries: “Yeh hai Arise Ki Guarantee… Arise inverter aur battery ki full range par…Ab India bolega Arise…”

    Come back to the patient speaking into the camera with a smiling face: “…Hai Guarantee”

    The doctor now instructs the nurse to pull the leg: “Iska taang kheecho”
    Arise logo appears on the screen chorus: “Arre Wah Wah Wah Wah!”