When a two-year supply of ghee becomes the internet’s favorite joke, most celebrities would wait for the meme to die. Saif Ali Khan did the opposite. Weeks after his reaction on Kaun Banega Crorepati took off, the actor has turned the moment into a commercial for Gowardhan Ghee.
The result is a nimble piece of reactive marketing: self-aware, product-forward and built on a reference the audience already loves.
What happens in the ad
Khan starts a live stream, but the chat refuses to talk about anything except the dairy product. Fans ask whether the supply has arrived, or whether his social media debut was really a hunt for the missing prize. The bit escalates when a massive stockpile of Gowardhan Ghee bottles is accidentally revealed in his home. Flustered, he tries to hide the stash, then ends the stream and tells viewers to check the brand’s offers themselves.
How the joke started
In late September, Khan appeared on Kaun Banega Crorepati with Akshay Kumar to promote Haiwaan. Host Amitabh Bachchan announced that a correct answer would win a two-year supply of Gowardhan Ghee. Khan’s animated response spread quickly online.
The story got a second life on The Great Indian Kapil Show, where host Kapil Sharma surfaced a fan theory that Khan had joined social media just to track down the missing prize. Khan joked that he had not received the ghee yet, which only kept the conversation going.
Why this works for the brand
The campaign borrows an existing story instead of starting a new one. That gives the ad three advantages:
- The audience already knows the reference, so the ad explains nothing.
- The celebrity is in on the joke, which keeps the tone light rather than defensive.
- The product is the punchline, so the brand gains visibility without forcing a sales message.
What marketers should do next
Viral attention fades quickly. The brands that win are those that can spot an organic moment, find the right voice, and ship a response while the audience still cares. That means monitoring comments, staying close to creators, and being willing to approve work that feels like entertainment first.
Source: Zoom TV
