Ganji Chudail becomes brands new favorite, is now an influencer
Subscribe to enjoy similar stories. Social media has spawned a bunch of unusual ‘viral’ sensations who are now being used by brands to strengthen their connections with younger audiences.
Names like Ganji Chudail, Puneet Superstar, Vadapav Girl and Dolly Chaiwala have caught brands’ fancy, despite them creating bizarre content through memes and reels, and having short shelf-lives—as short as a few weeks, experts say. For consumer firms, even this short-term attention is a marketing opportunity.
So, when Ganji chudail, a cartoon green, bald witch, became viral on social media with people making memes and reels and imitating it, brands like Swiggy, Netflix and, recently, Nykaa leveraged it to draw engagement from younger audiences on social media. Amiya Swarup, partner, marketing advisory at consulting firm Ernst & Young L.L.P., said internet sensations are proving to be valuable for brands despite their fleeting relevance.
“These personalities offer brands a short but intense burst of visibility, making them irresistible for marketers looking to tap into the rapid-fire world of online trends," he said. “While their fame may fade quickly, their viral moments generate unmatched engagement levels." The brands’ motive, while marketing with the likes of Ganji Chudail, is not just to drive sales but also to grab eyeballs and create a buzz.
Abhishek Shetty, marketing lead at Swiggy Instamart, said that beyond visibility, these campaigns generate conversations and not just transactions, which is key to deepening connections with customers. “In new-age marketing, the platform and context of the message are far more important than the longevity of an individual influencer’s fame," Shetty said, emphasizing that the company’s goal,
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