Marketing Moments

The year of partnerships: 2024’s top 12 brand collaborations that no one expected

From unconventional influencer alliances to cross-industry tie-ups, these partnerships have not only captivated attention but also sparked widespread conversations

by Team PITCH
November 08, 2024

2024 has been a year of bold, surprising partnerships, where brands have pushed boundaries and redefined what it means to collaborate. From unconventional influencer alliances to cross-industry tie-ups, these partnerships have not only captivated attention but also sparked widespread conversations. Brands are increasingly stepping out of their comfort zones, embracing the power of creativity, humour, and innovation to engage with diverse audiences in ways no one could have predicted.

In this fast-evolving marketing landscape, it's clear that consumer attention is no longer just about flashy ads or catchy jingles. The unexpected nature of these collaborations is what has made them so impactful—challenging traditional boundaries and showing that in today’s world, a brand’s next big move could come from the most surprising places. These partnerships have given consumers something fresh and exciting, whether through product innovation, memorable campaigns, or even playful celebrity involvement. Here’s a look at the top 12 brand collaborations of 2024 that no one saw coming, but everyone’s talking about.

KitKat × Heinz Ketchup

The collaboration between KitKat and Heinz Ketchup for a limited-edition, ketchup-flavored KitKat bar, called the "KitKat'Chup Bar," was first announced in June 2024. This unusual partnership emerged after a viral trend where people began dipping KitKat bars in ketchup, sparking interest online. While the collaboration received mixed reactions, the brands capitalized on the buzz with a playful nod to unconventional flavor combinations.

https://www.instagram.com/p/C74TX9-OQOL/?igsh=M3ZxdzZwZG41dGI1

Bold Care × Ranveer Singh and Johnny Sins

Bold Care's collaboration with Ranveer Singh and Johnny Sins was launched in 2024, specifically designed to address men's sexual health in a humorous and impactful way. The campaign aimed to destigmatize men’s wellness topics through creative ads that featured Singh as a TV show host, with Johnny Sins playing the role of a satisfied customer or "Dr. Johnny Science." These videos parodied familiar TV formats, including serials and teleshopping ads, and quickly gained traction online, generating millions of views and increased brand engagement?.

https://youtu.be/wHQcuVnmi58?si=X_16g5w9OLR-oxpF

Feastible's Mr. Beast × CarryMinati

MrBeast and CarryMinati collaborated in July 2024 in a high-profile YouTube video where 50 global YouTube personalities, including CarryMinati, competed in a unique set of challenges for a $1 million prize. MrBeast brought together various international creators such as KSI, Logan Paul, and Pokimane for this video, and CarryMinati's participation generated significant excitement in India.

Later in October 2024, CarryMinati also organized a parody collaboration featuring Indian creators like Bhuvan Bam and Ashish Chanchlani, which humorously referenced MrBeast’s style and influence. This "Mr. Beast Parody Ft. Indian Creators" sketch added a comedic twist to their interactions, resonating with audiences in India and beyond.

Barbie × Anita Dongre

The Barbie and Anita Dongre collaboration, launched in 2024, marks a historic moment as it is the first time Mattel has worked with an Indian designer to create a Barbie doll inspired by Diwali. Anita Dongre designed a special "Diwali Barbie" dressed in a stunning Moonlight Bloom ensemble. The doll features a choli top, a floral Koti vest, and a lehenga skirt, all embroidered with traditional motifs, paying tribute to the craftsmanship of rural female artisans. This collaboration celebrates both the festival and Indian fashion, with the doll representing a modern woman who embraces her heritage with pride?.

https://www.instagram.com/p/DAsJcMjRjGQ/?igsh=MTMzcDlnOGM1em5iMQ==

Swiggy XL × Instagram cringe influencers

Swiggy's collaboration with viral influencers like Puneet Superstar, Dolly Chaiwala, and Ganji Chudail to promote their new Group Ordering feature was launched in August 2024. The ad humorously captures the chaos of group food decisions, featuring several meme stars adding their signature flair to the film. Other influencers like Chandrika Gera (Vada Pav girl), Laxmi Sharma (known for the "Level sabke niklenge" dialogue), and Qureshi (famous for his dance moves) also contributed to the fun and quirky atmosphere of the ad.

https://www.instagram.com/reel/C_St56GMrNr/?igsh=MTN2MGU2a2dreXRmcw==

TMKOC × Physics Wallah

The collaboration between ‘Taarak Mehta Ka Ooltah Chashmah’ (TMKOC) and Physics Wallah, featuring Alakh Pandey, occurred in early 2024. Alakh Pandey, the founder of the popular ed-tech platform Physics Wallah, made a guest appearance on the show. This move brought together the world of entertainment and education, as Pandey's engaging teaching style was featured in the context of TMKOC's humor. The episode, which highlights Pandey’s contribution to the educational field, was well-received, particularly by his fans and TMKOC viewers.

The Health Factory × Uorfi Javed

Uorfi Javed has partnered with The Health Factory for a campaign promoting healthier eating habits. In this collaboration, Uorfi stars in a fun and engaging social media reel where she highlights the benefits of switching to The Health Factory's Original Zero Maida Bread over regular options like whole wheat or brown bread. The campaign is geared towards Gen Z and millennials, aiming to inspire them to make healthier choices in their diets. Uorfi, known for her fashion influence, also emphasizes her commitment to clean eating and gut health, aligning with The Health Factory's mission. The slogan for the campaign, #BreadBadloAadatNahi ("Change the Bread, Not the Habit"), encourages people to rethink their bread choices without altering their overall habits.

Nykaa × Ganji Chudail

Nykaa collaborated with the popular internet character "Ganji Chudail" for a campaign that generated a significant buzz online. The campaign, which featured humor and meme marketing, saw the character, known for her exaggerated portrayal of a bald witch, undergo a transformation after using Nykaa products. This collaboration aligned with a broader trend of using viral internet personalities to create engaging content, tapping into the humor-driven "so-bad-it's-good" phenomenon.

https://www.instagram.com/reel/DAN83fKP8sE/?igsh=aTdhc2JscGl1d214

Paper Boat × Tinkle Comics

Paper Boat's partnership with Tinkle for a special collaboration was focused on blending nostalgia with fun, as seen in their creative campaigns. This collaboration, which capitalized on India's love for childhood memories, brought back the charm of the iconic Tinkle comic book characters, and it helped Paper Boat expand its nostalgic branding further. The tie-up played on the theme of childhood memories, reflecting the essence of both brands, and was widely discussed in the media.

https://www.instagram.com/p/CMzF3v4hgWn/?igsh=MXhxbms4bGo1aWE3cw==

Dolly Chaiwala and Microsoft's Bill Gates

Bill Gates' recent collaboration with Nagpur-based "Dolly Chaiwala" surprised the internet, especially as it broke away from the typical celebrity endorsements. In a video shared by Gates, he orders tea from Dolly Chaiwala, showcasing the chaiwala’s unique style of tea preparation. The video garnered over 61.7 million views, with Gates captioning it, "In India, you can find innovation everywhere you turn—even in the preparation of a simple cup of tea!" The post sparked a flood of memes, and Dolly Chaiwala, who initially didn’t recognize Gates, humorously joked about serving tea to other notable figures like Prime Minister Narendra Modi. This unusual collaboration has helped Dolly gain popularity online.

https://www.instagram.com/reel/C35OuItrl6h/?igsh=NTRtOTU5b3R3MzZs

EMotorad × MS Dhoni singing

In 2024, EMotorad collaborated with MS Dhoni for a memorable ad campaign where he sings the viral song "Bole Jo Koyal" while riding their e-bike. This campaign was inspired by a popular meme that featured a look-alike of Dhoni dancing to the same track. In the ad, Dhoni educates viewers about the bike's features, such as its removable battery and 70+ km range. The playful connection with the meme and Dhoni's involvement made the campaign a "break the internet" moment, successfully promoting the brand with a fun and engaging twist.

https://www.instagram.com/reel/C5YaDMgo0xx/?igsh=bG01MndqajZrdDhz

Netflix × 4700 BC Popcorn

The collaboration between 4700BC and Netflix was launched in September 2024, introducing two exclusive popcorn flavors designed to elevate the content-watching experience. The flavors include Sweet & Salty and Cheese & Caramel, both crafted to complement Netflix’s content offerings. The launch was supported by a campaign featuring Karan Johar along with television actors Karan Wahi and Karanvir Bohra. It was the only collab that should've been a collaboration sooner.