Brands Team Up with Samay Raina’s ‘India’s Got Latent’ Show

Samay Raina, the standup comedian famed for bringing chess to life in entertaining ways, has launched a new quirky series titled “India’s Got Latent.” This show parodies the popular TV program “India’s Got Talent,” introducing it humorously as a “pointless reality show” that could measure unemployment levels based on viewership. This unique intro style is quintessentially Raina, setting the tone for a fresh and funny viewing experience.

Since its debut, Raina has released eight episodes on his YouTube channel, each racking up over 13 million views. Some episodes are available exclusively for subscribers of his channel, which charges ₹59 per month. Among the notable guests have been celebrities like Siddhant Chaturvedi, Badshah, and various content creators and comedians, all contributing to the show’s engaging content.

“India’s Got Latent” draws inspiration from the American show Kill Tony, but it has its own distinct format. Contestants showcase their talents before a panel of judges, who score their performances out of 10. If a contestant’s self-rating aligns with the judges’ average score, they take home the entire ticket revenue from that episode.

The show’s rapid rise in popularity has not gone unnoticed by brands looking to capitalize on its success. Major brands like Spinny and POP have jumped on board as sponsors, while others such as Swiggy and Blinkit are collaborating with the show’s contestants. Raina’s brand of humor, often edgy and filled with strong language, may deter some brands, but those willing to embrace it have found unique ways to engage with audiences.

POP, a fintech startup known for its UPI app and credit card, sponsored episode six, offering a ₹1 lakh prize to the episode's winner. Meanwhile, Spinny, a platform for buying and selling used cars, took a more unconventional approach by collaborating with episode seven. Raina humorously introduced Spinny as “Swiggy,” leading to laughter both on and offstage.

In his signature misdirection style, Raina jokingly announced that Spinny would award the winner a “brand new second-hand car.” He even read the brand brief in a mockingly irreverent tone, refusing to wear Spinny-branded clothing, which only added to the hilarity of the moment. Despite the edgy humor, Spinny decided to fully embrace this unique approach, seeing it as an opportunity rather than a risk.

Aniket Dhawan, Spinny’s head of social media, shared insights on their collaboration, stating that brands today are evolving to the point where they are comfortable with humor. “For us, it was less about being ‘bold’ or ‘brave’ and more about staying authentic,” he noted. By allowing the show to unfold organically, Spinny aimed to create a genuine entertainment piece that resonated with viewers.

Arshdeep Chhabra, Spinny’s general marketing manager, emphasized the importance of remaining true to the platform. “If we tried to over-manage, it would feel forced. Keeping it natural encourages organic discussions among audiences,” he explained. The impact of this approach was evident, with customers humorously sharing photos of their “brand new second-hand cars” upon delivery, echoing the show’s playful tone.

As Samay Raina’s “India’s Got Latent” continues to capture attention and garner millions of views, it seems clear that brands willing to embrace its unconventional humor are reaping the benefits of authentic engagement.