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

Rishika Binani

doi:10.36948/ijfmr.2025.v07i04.52569

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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

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

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