Samay Raina’s show India’s Got Latent (IGL) has taken the internet by storm, racking up over 20 million views per episode since it launched in October. Despite its huge success, the show is having trouble landing big-name sponsors.
Appealing to Younger Audiences with Bold Humor
Experts believe that IGL’s edgy and controversial humor is making it tough for traditional brands to jump on board. With its bold, self-deprecating, and sometimes risky humor, IGL mainly attracts urban Gen Z and Millennials—an audience that doesn’t always match the more conservative crowd that legacy brands usually go after.
Ambika Sharma, founder of Pulp Strategy, explains that brands prefer to sponsor shows that are “safe, scalable, and universally relevant,” which IGL doesn’t always deliver. Plus, many brands fear the backlash of being associated with something that could offend people.
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But not everyone sees this as a problem. According to Story Board 18, Petal Gangurde, Chief of Brand and Culture at XYXX Apparels, believes IGL is a great opportunity for brands that want to stand out. She says that in today’s world of viral content and creator-led marketing, brands need to move away from old-school ads and use platforms like IGL to connect with younger audiences.
Breaking Away from Traditional Advertising
Even though a big sponsorship deal fell through this year (which would’ve cost Rs 35 lakh per episode), some brands have found success working with IGL. For example, Bold Care, a sexual wellness brand, saw a boost in growth and visibility through its partnership with the show.
Rajat Jadhav, Bold Care’s Co-founder and CEO, explains that humor makes tough topics feel more approachable, which fits perfectly with IGL’s style. Other brands like Spinny and WokTok have also embraced IGL’s humor, allowing themselves to be roasted on the show.
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This helps them seem more real, relatable, and bold to a younger audience. In today’s digital world, traditional ads are fading. Experts say shows like IGL give brands a fresh way to connect with people. By using humor and relatable content, brands can create a unique identity.
Still, sponsoring IGL isn’t for everyone. Big legacy brands, with their wide and varied audiences, are cautious about the risks to their reputation. But for newer, more agile brands, the potential benefits of working with IGL’s humorous content often outweigh the risks. If the brand’s tone and values line up with IGL, the partnership can be both fun and effective.
