In the noisy world of social media, where users scroll past hundreds of posts a minute, traditional advertising — the polished, product-focused, “buy now” kind — often gets ignored or actively skipped.
But there is a new format that is stopping the scroll: the meme.
Brands across India are increasingly ditching glossy advertisements for self-aware, humorous, and often self-deprecating memes that blend seamlessly into a user’s feed. From Zomato to Swiggy, from ICICI Bank to Urban Company, companies are learning that sometimes, the best way to sell is to not look like you are selling at all.
Why memes work for brands
Relatability – Memes speak the language of the internet. When a brand makes a joke about Monday morning laziness or the struggle of sharing food, it stops being a faceless corporation and becomes a friend.
Shareability – A good meme is designed to be shared. Unlike a banner ad that lives and dies on a single platform, a meme can travel across WhatsApp, Instagram, Reddit, and X, earning free impressions along the way.
Low production cost – A high-production television commercial can cost crores. A meme, created in-house in 15 minutes using a popular template, can cost nothing — and sometimes outperform the polished ad.
Short attention span – The average social media user spends 1.7 seconds on a piece of content. Memes communicate instantly. They do not require elaborate storytelling or slow builds. The joke lands immediately, or it does not.
The pioneers: Swiggy and Zomato
No discussion of brand memes in India is complete without mentioning Swiggy and Zomato. The food delivery rivals have spent years engaging in a friendly, meme-fueled war on X (formerly Twitter) and Instagram.
When one brand posts about delayed deliveries, the other chimes in. When a user complains about food packaging, both brands compete to respond with the funniest comeback. Their social media handles have become entertainment destinations in their own right, with followers who may not even order from them but enjoy the banter.
The new entrants
Other brands have followed suit. ICICI Bank’s recent “ashleel” (obscene) ad controversy, which the brand quickly pulled and apologised for, became a meme template in itself — though not all viral moments are intentional.
More successfully, Urban Company has built a reputation for witty, self-aware responses to customer complaints. Even traditional brands like Parle and Amul, long known for their topical advertising, have adapted their styles to fit meme formats, with Amul’s butter girl now appearing in reaction-meme templates.
The risks
Not every attempt at memetic advertising succeeds. When a brand tries too hard to be “hip” or uses internet slang incorrectly, the backlash can be swift and brutal. Meme culture is driven by authenticity, and users can sniff out corporate pandering instantly.
There is also the question of shelf life. A meme is relevant for days, sometimes hours. Brands that chase every trend risk looking desperate and losing a coherent identity.
The future
As social media algorithms continue to favour engagement over reach, memes are likely to become an even more central part of brand strategy. The line between advertising and entertainment is blurring. In the battle for attention, the brand that makes you laugh is the brand you remember.
So, are ads becoming memes? Increasingly, yes. And for a generation that has grown up on internet humour, that might be the only kind of advertising they are willing to watch.
