Samay Raina’s got ‘latent’ for roasting brands, and they are loving it

Unless one has been living under the proverbial rock, everyone knows who Samay Raina is. The comedian and co-winner of Comicstaan Season 2, has quickly caught the attention of both viewers and advertisers for his YouTube show India’s Got Latent.

In just 12 episodes, India’s Got Latent has amassed an impressive 4.39 million views, a testament to its growing popularity. Raina’s larger YouTube presence, with 5.45 million subscribers across 963 videos, showcases his ability to engage audiences consistently. This reach and relatability have made him a magnet for brands aiming to connect with a younger demographic.

The premise? Participants willingly sign up to get roasted by Raina, creating an entertainment spectacle that resonates deeply with Gen Z. But amid the roasting, even brands have been catching a few strays and they seem to be welcoming it.

Brands like Spinny, BoldCare, and WokTok have already jumped on the India’s Got Latent bandwagon, leveraging the show’s unique format to create memorable brand moments. By allowing themselves to be roasted, these brands are not just integrating their messaging but doing so in a way that aligns with the humour and irreverence Gen Z loves.

The show became a viral sensation across platforms like Twitter (now X) and Instagram, with clips sparking conversations and debates. One of the most talked-about moments featured a participant choosing a cash prize of ?1 lakh over a two-year free supply of WokTok noodles, valued at over ?3.5 lakh. The decision triggered a flurry of online discussions, with X, Instagram users hilariously breaking down how the noodle supply would have been a better long-term investment. His witty take, filled with clever analogies, turned a mundane financial debate into a viral moment, with thousands joining in to offer their own opinions.

In another viral clip, Samay roasted advertisers for underpaying creators to remember the minutiae of their product details. This candid yet humorous dig at brand dynamics struck a chord with viewers, further solidifying the show as a win-win for both content and commerce.

These campaigns share a common thread—satire, comedy, and a playful approach to topics that resonate with their audiences. Whether it's poking fun at societal norms or flipping the narrative on traditional advertising tropes, this style ensures the brand stands out. Not only does it entertain, but it also strengthens the emotional connection between the brand and its audience, making them not only laugh but also remember.

Brands get in on the roast

In this new phase of brand-consumer interaction, the brand is directly paying creators to use their humour to call out its quirks, all while ensuring the roast resonates with the audience. Instead of simply roasting consumers and offering them entertainment, they’re handing over the mic to creators to roast them in return

Risks and rewards of roasting

Self-deprecating humour has become an increasingly popular strategy for brands looking to engage younger audiences, but it comes with its own set of challenges. According to Kunal Sawant, Business Head at The Goat Agency, GroupM India, there is significant value in using humour in branding, particularly when it is authentic.

He explains, “There is nothing wrong with self-deprecation in content. I feel the brand seems more real, boosts engagement, and comes across as genuine and honest, as long as it’s done in the right spirit. The brand is also perceived to be cool, and authentic, and resonates well with younger audiences. Humour is a big part of pop culture today, and younger demographics are used to seeing brands being roasted.” However, Sawant quickly adds a caveat: “That said, if done the wrong way, it can backfire big time.”

This sentiment is echoed when discussing the success metrics of humour-driven campaigns. Sawant notes that humour, especially self-deprecating content, can resonate well with younger audiences who enjoy a more rustic, playful tone. He highlights that, while these campaigns might increase engagement and brand affinity, they primarily focus on social media virality rather than immediate sales. “Yes, humorously being roasted can work in favour of a brand, especially if it aligns with the expectations and tastes of younger demographics. It can boost engagement and make the brand feel more authentic and fun. However, these associations are more about social media virality than immediate sales,” Sawant clarifies.

Krisneil Peres, Co-founder and Chief Visionary Officer at Fame Keeda, also speaks to the power of humour in shaping a brand’s identity. “Samay’s collaborations with brands like Bold Care, WokTok, and Spinny reflect a shared understanding of connecting authentically with their target audiences. These brands intentionally embrace humour and self-awareness to align with the playful tone younger demographics resonate with.”

Peres gives the example of WokTok’s recent commercial, which cleverly used a popular South Indian rap song to portray the brand’s quirky and laid-back persona. “The key insight here is that these brands intentionally don’t take themselves too seriously. They recognize the power of humour in shaping relatable and approachable brand identity, leaving a lasting impression on their consumers,” he adds.

Avoiding the pitfalls of humour

Despite its effectiveness, managing creative control and boundaries in influencer-led campaigns remains a delicate balance. Sawant stresses that brands partnering with edgy influencers are typically aware of the risks involved. “Brands partnering with creators who produce edgy content usually understand what they’re getting into, so the question of creative freedom doesn’t arise. Influencers today understand their audience best, and brands are willing to give them creative freedom, provided brand guidelines are respected.”

He acknowledges that some campaigns, particularly those involving influencers with a rebellious edge, may not fit conventional brand expectations, and too much control could stifle the authenticity of the content.

Peres agrees, noting that brands partnering with stand-up comics like Samay Raina need to strike a careful balance between providing creative freedom and ensuring that the content remains authentic. “Collaborations with stand-up comics like Samay Raina involve significant thought and deliberation, especially in light of controversies like the Kusha Kapila incident,” he points out.

“Brands understand the inherent risks of edgy humour but also recognize its potential for high engagement and virality. Striking this balance is key.” Peres elaborates, stating that “brands typically provide broad guidelines—like mentioning the brand name or core message—but they also know that overly rigid control can result in forced inauthentic content.”

Managing risks of bold campaigns

As brands explore bolder, more unconventional campaigns, they must also be prepared to handle reputational risks. Sawant underscores the importance of tone in campaigns that incorporate self-deprecating humor, explaining, “Bold and unconventional campaigns, like Bold Care’s #Sextember or Veeba’s collaborations, begin with knowing your consumers. Self-deprecating humour is a powerful tool for building brand affinity and creating viral content, but it must be handled with care.”

He warns that humour, while a powerful tool, can also create reputational risks if it is not executed with sensitivity. “Tonality plays a crucial role here. These unscripted and uncontrolled environments inherently carry reputational risks. Staying true to brand values, monitoring responses, and ensuring humour remain inclusive and light-hearted—not insensitive—are key strategies for leveraging such campaigns while minimizing potential backlash.”

Peres emphasizes that while bold campaigns are increasingly popular, brands must remain conscious of their core values. He explains, “In many ways, these campaigns signal a return of playful and entertaining marketing like the peak Coca-Cola and Pepsi rivalry era. They demonstrate that marketing can be both fun and effective without always being overly serious or formal.” Yet, he notes that for these campaigns to succeed, brands must foster an environment of transparency and relatability, especially when working with edgy influencers.

“Brands embracing such bold approaches recognize the importance of being good sports, particularly when partnering with stand-up comics. Responding too sternly to jokes or criticism can sour relationships—not just with creators but also with audiences.” Peres adds that brands can manage risks by having contingency plans in place, focusing on transparency, and ensuring that humour remains authentic and relatable.

The Payoff for Roasting Brands

According to Justin Lawrence, Head of Platform Monetisation at Dot Media, for every 1,000 views, creators make $1 to $2 on average, although this varies significantly based on content type and audience geography. For instance, he explains that if a YouTube creator with 5 million subscribers has 25% of them opt into a membership plan at ?59 per month, it could result in nearly ?73.75 lakhs in monthly revenue before YouTube’s 45% cut.

Peres, elaborates on the payment structure for comedians or influencers involved in campaigns that mock or roast the brand itself. He states that the pay for creators like Samay Raina in such campaigns typically ranges from ?5 lakh to ?20 lakh per campaign. However, for larger brands or more extensive campaigns, this figure can go even higher, crossing ?25–30 lakh.

“This form of marketing is often more lucrative for creators because of the additional creative risk involved. Brands are willing to invest more because these campaigns often result in viral moments and help establish a bolder, more relatable brand image. In the end, the payout reflects not just the creator's influence but also the ability to strike the perfect balance between humour, relatability, and effective branding.” Peres stated.