How Indian Brands Win with Trendy Ads
In today’s fast-moving digital world, advertising that follows the trend often ends up setting it. While once marketing was about glossy campaigns and long-term planning, now it’s just as much about reacting quickly, talking like your audience, and staying in sync with what people are actually discussing — today, right now.
That’s where trend-based advertising comes into play. It’s not about chasing virality blindly, but about weaving your brand message into the cultural fabric of the moment. Done right, it doesn’t feel like an ad — it feels like a conversation. And when that happens, people engage, share, and remember.
Why Following Trends Matters in Advertising
Attention is currency, and trends dominate attention. Whether it’s a meme format, a dialogue from a movie, or a viral cricket moment — trends offer brands a way to connect emotionally, quickly.
Think of the time when “Jawan” hit theatres. Brands weren’t just posting generic posters. Some used Shah Rukh Khan’s expressions in their creatives, others referenced popular lines from the film to pitch their own services — from food delivery to fintech.
In India, especially, trend-based marketing is thriving. Our audiences love pop culture, Bollywood, cricket, and now, internet-born humour. Ignoring that ecosystem means ignoring a big part of what your audience actually enjoys.
How Big Brands Are Using Trends Effectively
Let’s talk about Swiggy and Zomato — two giants who have consistently aced the game of moment marketing. They don’t try too hard. Their tone is casual, often self-aware, and their creatives look like something your witty colleague might share during lunch break.
Swiggy’s Relatable Genius
Take Swiggy’s Valentine’s Day campaign, for instance. Instead of pitching romantic dinner deals, they posted lines like:
“For the one who ordered 3 biryanis and said they’re celebrating self-love.”
They weren’t just selling food — they were tapping into the universal feeling of being single on a day designed for couples. The result? Engagement, laughs, and lots of brand love.
During the World Cup, Swiggy shared a post:
“If your food arrives before the next wicket falls, tip your delivery partner extra.”
It’s these simple, cultural nudges that make people feel understood.
Zomato’s Bold Simplicity
Zomato’s tone is sharp and witty. Their one-liners often read like a tweet you’d laugh at and send to your friends.
“We’re not saying pizza can solve your life. But it’s a good place to start.”
That’s not just funny — it’s how people actually talk. And that’s why it works.
When RRR’s “Naatu Naatu” won the Oscar, Zomato didn’t drop a long congratulatory post. They posted:
“Naatu Naatu, Biryani Biryani.”
That’s it. Simple. Funny. Culturally in tune. No overthinking.
Examples of Indian Trends and Brand Moves
- Pathaan Craze – When the movie took over screens, brands used SRK’s comeback as a creative hook. A headphone brand wrote, “Bass ka Baap is back.”
- Cricket Commentary – During IPL seasons, brands live-tweet in Hinglish, use cricket slang, and even create memes about dropped catches or unexpected wins.
- Instagram Filters & Reels – From the “Aur bhai, kya chal raha hai?” trend to the “Just looking like a wow” remix, Indian brands jumped in with reels featuring their own products, edited in the same casual, reel-first style.
Avoid the Pitfalls
Of course, not every trend should be chased. Brands that jump on trends without understanding the context can come off as tone-deaf or opportunistic.
Ask yourself:
- Does this trend connect with our audience?
- Can we add value, humour, or insight?
- Is there a natural brand fit?
Don’t force it. Your audience will know.
How Trend-Based Advertising Feels Real
People are tired of being sold to. What they respond to is authenticity. When you post something that feels like a part of their feed — not a break from it — they engage.
That’s why minimal design, casual fonts, and real tone of voice perform better. Today’s audience can spot over-production a mile away. Often, it’s the lo-fi creative that goes viral, because it doesn’t feel like it’s trying too hard.
A Cultural Approach, Not Just a Strategy
Trend-based advertising works best when it’s not treated as a trick but as a mindset. You’re not just marketing a product — you’re participating in culture. And when your brand becomes part of that ecosystem, the audience starts to see it not just as a service, but as a voice they enjoy hearing from.
This isn’t about gimmicks. It’s about relevance, timing, and understanding your audience deeply.
And if you’re looking to turn real-time trends into scroll-stopping videos that speak the audience’s language, a seasoned video production company can make that magic happen. From quick-turn reels to culturally tuned brand stories, they help translate ideas into visuals that feel native to your audience’s feed — not like a forced campaign.