
International Journal For Multidisciplinary Research
E-ISSN: 2582-2160
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A Widely Indexed Open Access Peer Reviewed Multidisciplinary Bi-monthly Scholarly International Journal
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Volume 7 Issue 4
July-August 2025
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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 |
Short DOI | https://doi.org/g9vzg3 |
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E-ISSN 2582-2160

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IJFMR DOI prefix is
10.36948/ijfmr
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