Vijay Sales Turns Biswa Kalyan Rath Joke Into Ad Campaign
Vijay Sales transforms comedian Biswa Kalyan Rath’s past joke into a humorous ad, embracing self-aware marketing to engage audiences with wit and product storytelling.
Sumit Rawat
Vijay Sales Turns Biswa Kalyan Rath’s Punchline Into Playful Ad Campaign
Electronics retailer Vijay Sales has turned a joke from one of comedian Biswa Kalyan Rath’s stand-up sets into a self-aware advertising campaign. The collaboration takes a light jab Rath once made about the brand’s straightforward name and develops it into a scripted Instagram reel posted on the comedian’s account.
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Conceptualised by White Rivers Media, the reel opens with Rath arriving at a Vijay Sales store for a meeting. Instead of discussing electronics, he repeatedly asks, “Logo kisne banaya?” (“Who made the logo?”). Staff members respond each time with a product pitch—first headphones, then a Smart TV, and finally the iPhone 16—highlighting features, prices, and offers until Rath is won over. The reel ends with an animated version of the Vijay Sales logo speaking directly to Rath, offering tongue-in-cheek backstories before the staff close with the word “Trust.”
The ad blends product placement with Rath’s signature deadpan humour, signalling Vijay Sales’ willingness to embrace self-aware marketing to connect with digital audiences.
Not the first roast-to-ad transformation
Vijay Sales follows a similar path to Garnier Men, which previously collaborated with comedian Anubhav Singh Bassi after he joked about face washes—naming Garnier—in a set. In their ad, Bassi appears with actor John Abraham, beginning with his on-stage scepticism before being persuaded to try Garnier Men TurboBright Face Wash. Playful banter about menthol and charcoal ingredients leads to Bassi giving his nod of approval.
A growing advertising tactic
These campaigns highlight a rising trend of brands reworking comedians’ past jokes into promotional material. The approach leverages audience familiarity, makes brands appear approachable, and preserves the comedian’s authentic tone. For brands, it transforms humour—whether flattering or not—into engagement opportunities. For comedians, it extends their persona beyond the stage without diluting their style.
The recent efforts from Vijay Sales and Garnier Men show how punchlines can evolve into ads that entertain while blurring the line between critique and endorsement.
