Indian brands lean into meme-style ads as SuperMoney, Kuku TV, Havells mock traditional scripts
A new wave of self-aware, meme-coded advertising is gaining traction with Indian brands like SuperMoney, Kuku TV and Havells. The format taps Gen Z and millennial virality but experts warn it risks sameness without a strong underlying brand identity to anchor the humor.
What happened
Indian brands like SuperMoney, Kuku TV and Havells are embracing meme-style, self-aware ads that mock traditional ad scripts. Experts say the format drives
Why this matters
Scout creative agencies and short-form content studios fueling India's meme-ad wave as bolt-on capabilities, while pressure-testing target brands for IP depth beyond trend-riding campaigns.
Also reported by
- ET Brand Equity — Same time