Karan Aujla Promotes Zyro on India's Got Latent 2
Karan Aujla promoted his beverage brand Zyro on India's Got Latent Season 2, despite Avvatar being an integrated sponsor of the show.
SociapaHQ
A sponsor integration on India's Got Latent Season 2 briefly turned into an unexpected branding moment after singer Karan Aujla promoted his beverage brand Zyro, even though Avvatar is one of the show's integrated sponsors.
The moment was from the fourth episode when host Samay Raina saw a can in front of Aujla and asked what he was drinking. The singer replied that it was Zyro, his drink brand and then asked Raina to try it.
“Try it, it’s better than Avvatar,” said Aujla, making the judges’ panel and the audience laugh.
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Sponsor Surprise:
The comment was remarkable as India’s Got Latent has integrated sponsor brands into its content throughout its second season. Brands like Flipkart Minutes, AI+ Nova and Avvatar are embedded into contestant interactions, repeated jokes and conversations on stage, rather than relying only on traditional advertising spots.
In that context, Aujla’s endorsement effectively created an on-air promotional moment for Zyro, a portfolio of zero-sugar, zero-calorie carbonated drinks, hydration beverages and energy pops fortified with vitamins, despite the brand not being part of the show’s sponsorship lineup.
The incident also underscores a growing challenge for brands investing in creator-led entertainment formats, where celebrity guests are increasingly entrepreneurs with their own businesses.
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Brand Messaging:
Musicians, influencers and athletes are increasingly using their public appearances to cement their own personal brands, complicating the ability of sponsors to exert complete control over brand messaging on unscripted content.
This time, the exchange went beyond a quick mention, with Aujla directly comparing his own brand to an integrated sponsor, turning an informal chat into an impromptu product endorsement.
The episode also reminds us of another sponsor-related instance earlier in the season when panellist Raghu Ram mistakenly referred to the show’s quick-commerce partner as Amazon Minutes instead of Flipkart Minutes. The reference remained in the final edit, as the programme was unscripted.
