For decades, the formula for “Premium Advertising” was predictable: cinematic visuals, serious voiceovers, and an untouchable sense of distance.
The logic was that to be respected, a brand had to be stoic.
But in 2025, the definition of status has shifted.
We are entering an era where humour in advertising is replacing exclusivity as the ultimate signal of confidence. In a market flooded with polished, AI-generated content, the ability to be human and specifically, to be funny is the new premium asset.
Why 91% of Consumers Are Waiting for You to Make them Laugh
This isn’t just a creative feeling; it is a statistical reality.
According to the Oracle “Happiness Report” (2022), a massive 91% of consumers globally prefer brands to be funny.
However, there is a glaring gap in the market: the same report notes that 95% of business leaders fear using humour in their interactions.
The data for India is even more striking. The report highlights that 93% of Indian consumers want brands to make them smile, yet most Indian brands still default to “safe,” corporate messaging.Furthermore, Cannes Lions 2024 officially introduced a dedicated “Humour” category for the first time in years, signalling a global industry pivot.
The message from the data is clear: Being serious isn’t “safe” anymore, it’s a risk.
The “Status Shift”: Why Seriousness Is Now a Liability
Why is this happening now?
Psychologically, humour is a signal of security. A brand that takes itself too seriously often appears insecure or defensive.
Conversely, a brand that can crack a joke at its own expense signals high status.
It says, “We are so good at what we do, we don’t need to hide behind a suit.”
This is why we see luxury giants like Balenciaga or tech leaders like Spotify leaning into meme culture. They understand that emotional branding strategy is most effective when it bridges the gap between the brand and the user, rather than widening it.
The Indian Playbook: When “Witty” Beats “Wealthy”
India is leading this charge with witty ad campaigns that prioritize relatability over reverence.
5 Star’s “Do Nothing“: Instead of selling “energy” or “success” (like every other chocolate brand), they positioned “laziness” as a luxury.
It worked because it validated a cultural mood.
CRED: As a fintech player, they deal with serious money. By old logic, they should be boring. Yet, their campaign featuring an angry Rahul Dravid (“Indiranagar ka Gunda”) built more trust than any serious manifesto could.
It proved that you can handle sensitive data and still have a personality.
These brand personality examples show that Indian audiences are sophisticated. They don’t need you to be “professional” to trust you; they need you to be authentic.
How to Use Humour Without Being “Cringe”
The fear of “getting it wrong” is valid. So, how do you implement an authentic brand voice without sounding like a dad trying to be cool?
Punch Up, or Punch Yourself: Never make fun of the customer. Either make fun of a shared annoyance (e.g., traffic, slow wifi) or make fun of yourself.
Self-deprecation is the safest form of corporate humour.
Use “Insider” Knowledge: The best jokes come from specific truths. If you are a B2B software company, don’t make a generic joke. Make a joke about Excel spreadsheets crashing.
It signals that you really know your customer’s pain.
Start Small: You don’t need a Super Bowl ad. Start with your micro-copy. A witty 404 error page or a playful push notification is a low-risk way to test your brand’s comedic voice.
The Narrative Asia Perspective: Strategic Wit
At Narrative Asia, we believe that humour is not a strategy; it is a delivery mechanism.
You don’t decide to “be funny” just to get likes. You use humour to deliver a truth that would be too boring to say seriously.
If you write a 1000-word blog about your product features, no one reads it. If you make a meme about the problem your product solves, thousands see it.
We help brands find that specific frequency of wit, one that doesn’t lower your value, but raises your relatability. Because in 2025, if you can’t make them smile, you probably can’t make them buy.
