When Indian stand-up comic and streamer Samay Raina found himself at the centre of controversy not long ago, many might have expected brands to keep their distance. Traditionally, advertisers have leaned on spotless celebrities and sanitised narratives, carefully steering clear of polarising figures. Yet Raina’s comeback has told a different story, not just for him, but for the evolving playbook of brand strategy in India.
Brands such as BOAT, Deconstruct, Urban Jungle, and Bold Care have recently collaborated with Raina, proving that the marketing world is no longer treating controversy as a career-ending liability. Instead, the 'comeback effect' is being actively woven into campaigns transforming risk into cultural relevance, and uncertainty into curiosity.
This signals a wider cultural shift. In today’s creator economy, imperfection sells. Audiences, especially Gen Z and millennials, are gravitating toward personalities who feel raw, flawed, and relatable rather than meticulously polished. For brands, this opens up a new opportunity: leveraging the buzz of a comeback as a marketing moment that can spark curiosity, relatability, and even renewed fan loyalty.
Not every brand sees the 'redemption arc' as the centrepiece of its strategy. At Urban Jungle, which partnered with Raina alongside other comedians like Bunshah and Vir Saini, the approach is less about chasing hype and more about aligning with cultural touchpoints that feel authentic.
“At Urban Jungle, we don’t follow trends just because they’re popular. Our focus has always been to connect with people in a way that feels fun and natural,” says Tanisha Jatia, Founder & Brand Lead, Urban Jungle. “Comedy became our choice because young audiences enjoy it and it allows them to see the brand in a lighter way. Whether it’s through reels or live shows, our aim is to be part of culture, not chase hype,” she adds.
The pull of a comeback lies in the Latent curiosity. When a creator re-emerges after controversy, audiences whether fans, critics, or casual observers are all watching closely. For brands, this moment offers a unique advantage: built-in attention without having to manufacture it from scratch.
Danny Advani, Head of Business Strategy & Planning, Dot Media, points out, “Yeah. Classic case of Samay Raina doing multiple collabs. Why? Because he is back. When was the last time a celebrated silver screen actor came back and didn’t receive endorsement deals? But to have a successful ROI, please measure the sentiment on the internet. See where the creator stands. The brand has to also be in alignment of the criticism and has to share the same appetite of risk that a creator does. If it’s the perfect match, it’s time to Swipe Right!”
Advani’s swipe-right analogy sums up the dynamic perfectly: comebacks are risky, but they’re also exciting. They allow brands to signal that they are bold, in tune with culture, and willing to take bets where others won’t.
A latent comeback may offer an immediate spike in visibility, but how sustainable is it? Are these campaigns just another way of chasing short-term virality, or can they genuinely build long-term brand equity?
Advani says, “Aren't all brands gunning for the latter i.e short term virality? When did you last see an advocacy plan that actually sustained, delivered and created an impact? None comes to mind right?”
According to him, comeback stories are simply the latest face of socially engineered campaigns, designed to generate conversation rather than deep-rooted loyalty. And yet, if the creator commands strong community love, the engagement can be sticky.
Urban Jungle, however, sees it differently. Jatia believes consistency matters more than comeback hype. “Hype fades quickly, but trust builds over time… It’s less about one big splash and more about building steady equity through every day, fun interactions that last longer,” highlights Jatia.
This divergence shows two parallel strategies at play: the fast-burn comeback and the slow-build cultural fit. Both are valid, but only one can ensure brands don’t get trapped in a cycle of one-off stunts.
The latent comeback isn’t just about redemption arcs. What’s really brewing here is a shift in how brands understand cultural participation. Instead of chasing safe celebrity endorsements, they are beginning to operate more like cultural commentators, joining conversations, sparking curiosity, and taking positions that feel raw, unscripted, and real.
This is why brands like Bold Care see value in associating with someone like Samay Raina. It’s less about image management and more about channeling the messy, unfiltered energy of internet culture. The imperfect, the controversial, and the comeback stories are all part of this evolving toolkit.
Samay Raina’s resurgence is not an isolated story. It’s part of a larger pattern where Indian brands are quietly testing the waters of what could be called a 'comeback economy,' one where imperfection is embraced, controversy is reframed as opportunity, and curiosity is treated as currency.
But this is not without risks. Overuse could turn the comeback into a cliché, draining it of its power. The real winners will be brands that know how to balance the latent comeback effect with authentic, long-term storytelling, ensuring they stay culturally relevant without becoming opportunistic.
At its core, the trend reveals something essential about today’s audiences: they don’t want spotless idols, they want relatable humans. And sometimes, the best way to show you are human is to fall, get up again, and bring everyone along for the ride.
