“Toh kaise hai aap log?”, “Ab samay aa gaya hai!!” I bet you have heard these lines in your head. If you don't then you probably are a boring person.
Standup comedy has become the most loved form of entertainment these days. Not only that, roasting, poetry, and reality shows are on a different hype. People are making careers out of it and earning hard money. This niche is going so viral that despite the brand value policy, some renowned brands are moving forward to get a roast and paying comics like Samay Raina and others a considerable amount of money.
"Sahab ki bahut badi pahechan hai!" got real when the famous reality show The Beast Games, a gaming reality show available on Amazon Prime, got its promotion with five entertainers from India; the list starts with Ajey Nagar AKA Carry Minati, Samay Raina, Zayn Saifi, Mithilesh Patankar AKA Mythpat and Abhishek Malhan AKA Fukra Insan.
In the promotion, The entertainers didn't let Jimmy promote the beast game without trying the local games. The Desi-games were; Red Hands, Goti, and Pitthu.
Then they added punches in the games like Jimmy needs strength to hit harder to get someone’s hands red, and he needs to eat chole bhature! Then Mithilesh hits him harder, saying, "Hath bachenge to khayega na!"
The quality part is all of them promoted themselves also in this. Samay Raina promoted its recent show India's Got Latent, and Zayn, on the other hand, promoted Fukra insane by roasting him, "ye sab bigboss me nahi aata kya?" when he was unable to reciprocate in the Pitthu.
This is only one example; Samay Raina has roasted multiple brands like Spinny, Unacademy, Zomato, and Swiggy Bolt. He has also recently partnered with Boat Nirvana for smartwatches.
When Should a Brand Draw the Line in This?
Let's address the elephant in the room. Samay Raina, his co-judges, and the showrunners are facing significant backlash following the latest controversy. Ranveer Allahbadia’s inappropriate and Apoorva Makhija aka Rebel Kid’s insulting comments have sparked a massive controversy, drawing attention from national media, politicians, and even reaching parliamentary discussions. Without repeating the specifics, it's clear that the situation has escalated quickly.
This brings us to an important question for brands: Is all publicity really good publicity?
Just because an influencer is trending doesn’t mean it’s the right moment to collaborate with them. Negative attention can easily spill over to associated brands, impacting their reputation. Some might argue that since brands partnered with the show in previous episodes, they are safe from backlash. But in reality, marketing teams at those companies are likely on edge, evaluating potential fallout and damage control strategies.
This situation is a stark reminder that influencer collaborations require more than just looking at follower counts—they need careful consideration of the influencer’s current public image and context.
The way they portray the features roasting the brand and still they are getting the profits is astonishing. These had resulted in brands collaborating with a standup comic above anyone else. The sole reason here is to be seen. These brands know that these entertainers have a vast following; people watch them and like them, and that's what they also want. This is just an act of Brand awareness and audience loyalty.
Final words
Ab samay aa gaya hai Aap bhi stand up comedy karne lago, kyu ki har koi meri tarah apni job se satisfied nhi hota!! 😎
