We track food deliveries to the minute, watch live cricket scores ball-by-ball, and expect instant responses from brands on social media. In a world that runs on real-time—where everything from dating to customer service happens in the now—why should marketing lag behind? That’s the logic driving a new wave of Indian brands tapping into topical marketing. When Amul recently dropped a witty ad about the Trump–Musk feud, it wasn’t just a pun-filled post—it was a reminder that great marketing today is about relevance, speed, and cultural sharpness. Brands are no longer waiting for the perfect campaign cycle. They’re reacting to what’s happening in the world right now—whether that’s politics, pop culture, or a meme gone viral.
Topicality is no longer just about waiting for the opportune moment; it is now about making a moment out of every opportunity. And Amul has been at the forefront of this trend. For decades, the dairy giant has turned headlines into punchlines, with its unmistakable hoardings capturing the nation’s mood in real time. Whether it’s politics, pop culture, or sporting triumphs, Amul has set the gold standard for brands looking to be part of the national conversation.
Zepto’s ‘Make Soan Papdi Great Again’ campaign was a standout example of topical creativity. By reimagining the often-regifted mithai as a ‘Come Back Officer’ on LinkedIn, the brand cleverly tapped into Diwali gifting culture while promoting its rapid delivery service. The humour was self-aware, culturally sharp, and shared widely across platforms—proof of how brands can use wit to create resonance. But this was far from a one-off. Zepto has been consistently using topicality across formats—especially out-of-home (OOH) media—to align with cultural events, festival moments, city launches, and even brand-to-brand banter.
For instance, Zepto just turned 4 and it announced it through a billboard saying “Party in 10, where are you?”, and brands like Navi, Nasher Miles, Bewakoof, Bold Care, Shaadi.com, etc joined in the fun banter saying they will be there at the party, some with gifts, some with cake and some with rishtas! According to Chandan Mendiratta, Chief Brand and Culture Officer, Zepto, the brand’s OOH campaigns are designed to create moments that resonate with the users by leveraging cultural moments and trending topics in its campaigns. He further explains that OOH thrives on its ability to create iconic real-world moments and larger-than-life visibility, but its true strength lies in blending seamlessly with social media to amplify impact.
To emphasise his point, Mendiratta points to an earlier example—the Manyavar campaign—which gained viral traction thanks to playful creative, brand crossovers, and even a LinkedIn exchange between Anupam Mittal and Aadit Palicha. “The campaign’s success wasn’t just about visibility; it became a viral moment across platforms, fuelled by organic engagement from brands like Park+, Mamaearth, and Manyavar,” he explains.
Zepto has also used regional OOH to announce its arrival in tier-2 and tier-3 cities such as Ahmedabad, Agra, Bareilly, Ghaziabad, Gorakhpur, Meerut, Prayagraj, Saharanpur, Vellore, Pondicherry, Madurai, Jaipur, Kota, Udaipur, among others.
On Valentine’s Day, the brand leaned into emotion-led messaging with a fresh twist. As Chandan points out, “On Valentine’s Day, Zepto Café placed a purple bench which invited people to enjoy moments with someone special, while taking advantage of Zepto Café’s fresh food delivery in 10 minutes. Additionally, Zepto had launched a fun Valentine’s Day OOH campaign using witty product analogies to capture attention. The billboards feature humorous love declarations, comparing romantic emotions to popular FMCG products available on the platform.”
Tinder’s ‘It Starts with a Swipe’ campaign is another excellent example of topical marketing done right. By showcasing real couples who met on the app, Tinder highlighted the magic of modern dating while emphasising the importance of authenticity and self-discovery. The campaign’s use of relatable modern dating moments and witty one-liners resonated with the audience, making Tinder more than just a dating app – it’s a facilitator of meaningful connections.
In today’s fast-moving digital world, brands need more than just visibility—they need to be part of the conversation and show up on issues and interests that the users care about. Speaking about Tinder’s efforts in this direction, Anukool Kumar, Head of Marketing, Tinder India, says, “At Tinder, we drive brand relevance by tapping into cultural moments that reflect the realities of modern dating, underscoring that we are a dating app that understands, supports, and celebrates real connections. Our ‘Move On’ Valentine’s Day campaign, featuring Orry, Blinkit, and an IRL pickleball event, went beyond traditional ‘happily ever after’ romance narratives to embrace the realities of dating today—encouraging fresh starts after heartbreak and positioning Tinder as the place to explore new possibilities.”
He further adds, “Our ‘Every Single Vote Counts’ election campaign with Yuvaa empowered young voters to express their values, acknowledging that dating and personal identity are deeply connected. From celebrating India’s Champions Trophy victory to engaging with Coldplay’s India tour, we strategically align our brand with pop culture moments that matter to our audience. By understanding dating mindsets, emotional shifts, and the broader Gen Z experience, we ensure that Tinder is a cultural force driving relevant and meaningful connections.”
Wakefit’s ‘Gaddagiri’ campaign takes topical marketing to a whole new level. By attributing bizarre events and controversies to a lack of proper sleep, Wakefit cleverly links its product and the importance of a good night’s sleep to sound decision-making. The company has rolled out short films on various intriguing events like Deepinder Goyal’s eyebrow-raising job offer, YesMadam’s cheeky ploy on workplace stress via a faux termination, Poonam Pandey’s fake death stunt, the 70 hours a work-week comment, and more recently the Kunal Kamra controversy. The campaign’s use of humour and satire has gained traction online, with audiences appreciating the brand’s ability to poke fun at serious issues.
Kunal Dubey, CMO, Wakefit.co, highlights that brands today are not just storytellers; they are active participants in cultural conversations. “By integrating humour and topicality into our campaigns, we aim to create connections that feel authentic and relevant. Through this, we intend to foster deeper engagement with our audience. At Wakefit.co, leveraging culturally relevant moments has been helpful in building brand recall and equity.” He highlights that by tapping into events, trends, and observances that resonate with our audience—whether it’s festive seasons, sleep-related days, or viral lifestyle conversations—we try to keep Wakefit.co on top-of-mind in meaningful discussions. This approach allows us to engage with consumers in an authentic and emotionally relevant way. When our audience sees Wakefit.co integrated into the occasions they care about, it strengthens their connection with the brand. These repeated touchpoints build familiarity and trust over time, which we believe builds brand recall and equity.”
He also added that their approach to topical marketing has driven high engagement. “The Gaddagiri campaign garnered over a million interactions, highlighting the impact of relatable storytelling in driving virality. We try to focus on ideas that resonate with consumers rather than relying on heavy media spends. By embracing topicality, we intend to spark conversations that can potentially shape culture,” Kunal says.
Other brands like Zomato, Blinkit, Swiggy, and even Shaadi.com are jumping onto the topical marketing bandwagon. Whether it’s Zomato’s campaign on Bengaluru’s weather or Shaadi.com’s humorous take on marriage, these brands are proving that topicality can be a powerful tool in marketing.
So, why are brands going topical? For one, it’s an effective way to stay relevant and connected to their audience. By embracing current events and trends, brands can showcase their personality and humour, making them more relatable and human. Topical marketing also allows brands to tap into the cultural zeitgeist, creating content that’s shareable, memorable, and engaging. In today’s fast-paced digital landscape, topicality is key to cutting through the noise and grabbing attention.
“Brands have been latching on to cultural moments for long, like Amul has been holding the rails for a while, and they’ve been doing pretty well. Even the social media handle of Mumbai Police has been executing extremely witty campaigns,” explains Ajay Mehta, Head of Content, GroupM India. He goes on to explain that brands that tap into topicality, allign it into their social language and respond with well-timed creatives, can not only create an impact but also build communities for themselves. “It can however, only be a part of social strategy. This will not have an impact for a brand from a business point of view,” he highlights.
Brands are seeing increased engagement, brand recall, and even sales. Brands are embracing the absurd and the mundane to grab our attention, they’re participating in the cultural conversation. In a world where memes can become mainstream and X (Twitter) can make or break a trend, being topical is no longer just a nice-to-have; it’s a marketing imperative.
