International Journal For Multidisciplinary Research

E-ISSN: 2582-2160     Impact Factor: 9.24

A Widely Indexed Open Access Peer Reviewed Multidisciplinary Bi-monthly Scholarly International Journal

Call for Paper Volume 7, Issue 4 (July-August 2025) Submit your research before last 3 days of August to publish your research paper in the issue of July-August.

Humour Sells: How India's Meme Economy is Disrupting Digital Brand Strategy for Gen Z and Millennials

Author(s) Ms. Rishika Binani
Country India
Abstract In a world where attention spans are measured in seconds, brands are ditching billboards and banners for punchlines and pop culture. This study examines how meme marketing in India has transformed from a fringe social media trend into a strategic branding powerhouse—particularly among Gen Z and Millennials. Anchored in theoretical models like AIDA, Elaboration Likelihood Model (ELM), and Brand Personality Framework, the paper presents a qualitative analysis of over 100 meme campaigns from brands such as Zomato, Netflix India, Fevicol, and Amul.
Keywords Meme Marketing, Digital Branding, Gen Z, Humor in Advertising, Consumer Engagement, Indian Advertising
Published In Volume 7, Issue 4, July-August 2025
Published On 2025-08-01
DOI https://doi.org/10.36948/ijfmr.2025.v07i04.52569
Short DOI https://doi.org/g9vzg3

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