The past few months have been anything but ordinary for brand marketing. From turning PR hiccups into viral gold to hijacking internet culture with meme-ready stunts, brands and their creative partners have shown remarkable agility in capturing the nation’s imagination. Whether it’s Burger Singh teaming up with Cha-Chi Communications for a cheeky press rebuttal or Astronomer calling on Maximum Effort (yes, Ryan Reynolds’ agency) to turn a viral moment into a masterclass in brand storytelling, this year has proven that real-time marketing, when done right, is unbeatable.
What’s driving the buzz? A clear shift toward “authenticity over aspiration.” Brands are ditching the overly polished for witty, self-aware, and native content that thrives on platforms like Instagram Reels and YouTube Shorts. It’s not just about being seen, it’s about being shared. In a time full of scroll-stopping moments, it’s the brands willing to take risks, respond in real time, and tap the cultural pulse that are stealing the spotlight.
Burger Singh’s Humorous Funding Debunk:
One of July 2025’s most viral brand moments came from homegrown burger chain Burger Singh. After a media report prematurely announced a ₹47 crore funding round, the brand didn’t resort to a routine denial. Instead, it issued a cheeky, refreshingly honest press statement filled with desi analogies, from a house listed on 99acres to a bachelor on Shaadi.com, even likening it to declaring a cricket win before the last ball. Clarifying that the funding was merely an intent, not a done deal, the response struck a perfect balance between transparency and humor. The clever strategy was executed in collaboration with Cha-Chi Communications, proving that understanding the pulse of the audience and a dash of humor can be a potent mix for virality.
Astronomer:
After a surprising “Kiss Cam” moment at a Coldplay concert, featuring Astronomer’s ex-CEO and the company’s HR head, the internet had a field day. Instead of shying away, Astronomer leaned all the way in. With the help of Ryan Reynolds’ agency, Maximum Effort, they brought in none other than Gwyneth Paltrow (Chris Martin’s ex-wife) as a tongue-in-cheek spokesperson. In a perfectly deadpan video, Paltrow wittily addressed the buzz without ever naming names, cleverly steering the attention back to Astronomer’s core offering, data workflow automation, and its upcoming conference. It was bold, unexpected, and brilliantly self-aware, a masterclass in turning awkward headlines into brand gold.
Zepto’s OOH Campaign:
Zepto’s latest OOH campaign, crafted by its in-house marketing team, uses witty split-billboards to spotlight the platform’s wide product range. In “Munna Ke Liye,” a baby bottle cleverly flips from snacks and beverages to toys and baby care. “Roshni Ke Liye” transforms a lipstick into a flashlight, linking beauty and utility with a wink. With these playful visual twists and the consistent “everything in 10 minutes” promise, the campaign grabs attention while reinforcing Zepto’s speed, variety, and cultural smarts.
Durex India’s “18 Years, 2 Virgins” IPL Finale Post:
Just before the IPL 2025 final between RCB and PBKS, two teams that have never won the title, Durex India dropped a post that instantly went viral. Against a bold red backdrop with two lion silhouettes (a nod to both teams’ mascots), the caption read: “18 years. 2 virgins. Who will get lucky tonight?” It was cheeky, culturally spot-on, and perfectly timed. The internet exploded with laughs and applause, some called it the post of the season. Handled by Havas Worldwide India, the campaign fused sport, humour, and brand voice effortlessly. A clever reminder that a little boldness and the right timing can go a long way in owning a national moment.
