Samay Raina’s comeback special Still Alive has quickly become one of the internet’s biggest talking points, and brands wasted no time cashing in on the viral moment. Within hours of the special’s release, social media timelines were flooded with reactive marketing campaigns built around the comedian’s return, as companies rushed to join the trending conversation.
Brands Ride The Viral Wave
Several brands crafted witty campaigns using Samay Raina’s name and punchlines to promote their products. Magicpin used the phrase “Samay badalta hai” to market its offers, while Duolingo posted “lesson ka samay” in its trademark playful style. Airtel also joined in, adding an emotional angle by encouraging users to call loved ones.
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Other companies followed suit with more creative spins. Biggies Burger, Unibic and Yes Madam leaned on the phrase “This too shall pass” for reflective and humorous promotions, while Parle 20-20 and GeeksforGeeks tailored the trend to fit their own brand identities.
Internet Reacts To Brand Opportunism
The wave of marketing posts sparked mixed reactions online. While many appreciated the speed and creativity of the campaigns, others criticised brands for capitalising on Raina’s comeback after staying silent during the controversy that led to his hiatus.
One user wrote that brands were absent when the comedian needed support but appeared instantly once the spotlight returned. Another said the day belonged entirely to Samay for “being an honest comedian,” while others bluntly called the campaigns opportunistic.
Raina’s special marked his return after nearly a year away following the India’s Got Latent controversy. In Still Alive, he openly addresses the backlash and his absence with a raw, self-aware tone that resonated strongly with fans. As clips from the special spread rapidly online, the comeback transformed into a full-fledged internet moment—one that brands were eager to monetise.
