The internet never forgets—especially when it comes to memes. What starts as an inside joke among netizens can quickly spiral into viral fame, often at the expense of an unsuspecting celebrity or brand. But in the age of digital marketing, brands have learned to turn ridicule into revenue by embracing memes and flipping the narrative in their favor.
- Veer Pahariya x Boat & swiggy
When Veer Pahariya’s song from Skyforce went viral, it wasn’t for the reasons he might have hoped. Social media was flooded with memes, mocking everything from his singing to the song’s placement in the film. But instead of shying away from the trolling, brands saw an opportunity.
BoAt and Swiggy Instamart teamed up to give Veer a Holi ad makeover, turning the criticism into a marketing win. By owning the joke, they not only made their campaign more relatable but also showcased how brands can ride meme culture to their advantage.
In the video, which he has done for boAt and Swiggy Instamart, Veer finds himself at the center of a lively Holi party. As guests arrive, they eagerly nudge him to recreate his viral step, and soon, everyone from the waiter to an adorable elderly couple is making reels of the iconic move. However, when someone struggles to get the step right, Veer takes charge to change the vibe. The scene then shifts to Veer ordering new speakers, and, with the music turned up, he breaks out into a new dance move.