Not too long ago, Boat found itself under fire, with people criticizing them for manufacturing their products in China. On Republic Day, the brand decided to flip the script. They roped in Ravi Gupta, a famous comedian, for a cheeky "exposé" video, which featured Ravi taking a tour of Boat’s manufacturing facility. The video humorously depicts Indian employees working in the facility ‘supposedly’ located in China. This satirical take aimed to debunk the myth that Boat imports its products from China. Towards the end of the video, Boat clarifies that through “constant efforts, they have scaled from 0% to 75% of all units manufactured locally.” The initial narrative of the ‘exposé’ worked as a hook, allowing the brand to address the controversy with humor and clear their stance.
Customers tend to fall in love with a brand that doesn’t act like it’s perfect. A brand that’s not too big to admit, “Yes, we’re a little off at some things.” That’s what self-deprecating humor does. It takes the image of a polished, untouchable brand and turns it into something real.
Some brands have mastered the art of making fun of themselves and still being able to connect with their customers. Let’s look at a few examples that stand out.
Surreal doesn’t act like they’re the king of the cereal aisle. They embrace their underdog status. Their campaigns, like “We got Michael Jordan. Just not that Michael Jordan”, aren’t just funny but downright brilliant. They didn’t have a huge budget to hire a celebrity, but they had humor on their side. They leaned into their niche, proving that humor and authenticity go a long way in building a brand following.
When KFC faced a chicken shortage in the UK, they didn’t go the usual corporate route. No boring statements, no robotic apologies. Instead, they came up with a full-page ad that rearranged their logo to read “FCK,” and went straight to the point with a funny yet heartfelt apology. It diffused the frustration and brought a smile to the faces of hungry customers.
Zomato’s self-deprecatory roast was a masterstroke in marketing, as the brand leaned into its quirks and turned them into humor. Comedians joked about Zomato's cheesy notifications and "ringy" marketing tactics the brand uses to connect with a younger audience. By embracing the humor, Zomato showcased its self-awareness and comfort with its identity. CEO Deepinder Goyal’s presence and willingness to laugh at jokes about delivery delays added to the brand’s authenticity. Including rival Swiggy, with a comedian in their uniform, highlighted Zomato’s ability to laugh at the competition while staying true to its playful, relatable persona. This campaign kept Zomato relevant and solidified its bond with Gen Z.
In a hilarious twist on celebrity endorsements, LeBron James, the face of Sprite, says, “I’d never tell you to drink Sprite, even if I was in a commercial for Sprite, which I am.” This campaign poked fun at the common practice of celebrities endorsing products, with LeBron laughing at the very idea of him convincing people to buy the drink. The ad resonated because of its candid, funny tone, which made Sprite seem more relatable and grounded.
Self-deprecating humor might have worked for brands like Zomato and KFC, but it’s not for every brand. Here are some key considerations before jumping in:
1. Know Your Audience Humor is subjective. Understand your audience deeply. Whether it’s a sarcastic millennial in Mumbai or a cheeky Gen Z in Bengaluru. What resonates with one group may not connect with another. Market research, surveys, and customer feedback are critical in gauging the type of humor your audience relates to.