And, true to Zomato’s knack for reactive marketing, the wordplay was just as much the star as the delivery bags themselves.One bag carried the line, “Extra ghee just to be Saif,” while another read, “Drive on the Saif side.” There was also “Starring Saunf Ali Khan” and “From the house of Pakodi”, giving the campaign a generous helping of food-related humour. Sharing the pictures on social media, Zomato captioned its post, “Better Saif than sorry,” adding a wink to the playful reference.See the post: The campaign quickly caught users’ attention, with the brand putting its own spin on a moment that has kept social media entertained.
But how did Saif’s association with ghee become such a talking point in the first place?The ghee frenzy began when Saif appeared on Amitabh Bachchan’s quiz show Kaun Banega Crorepati and won a two-year supply of Gowardhan Ghee. Delighted by the prize, the actor exclaimed, “That's it, this is why I came.”His enthusiastic reaction soon became meme material, with users joking about the Bollywood star’s excitement over a household staple.
The story gained another twist when Saif appeared on The Great Indian Kapil Show and playfully expressed disappointment over not receiving the ghee he had won.What began as a light-hearted television moment had now become an internet mission to get the actor his promised stash.The online chatter gathered momentum, with an Instagram account reportedly created specifically to urge Gowardhan to deliver Saif’s prize. The actor later shared an advertisement for the ghee brand on his newly launched Instagram profile, revealing hundreds of bottles stacked inside his house.From a quiz-show win to memes, online appeals and a brand collaboration, the ghee saga had acquired a life of its own.
Zomato’s campaign has now added another helping of humour to the mix.Users were quick to appreciate the platform’s wordplay. “Saif to say, we made it happen,” one commented, while another wrote, “That's a Saif way of marketing.”With its delivery bags doubling as mobile billboards for the joke, Zomato has shown how a viral pop-culture moment can be turned into a campaign that travels well beyond social media. As for Saif Ali Khan, his ghee jackpot has delivered something few quiz-show prizes can promise: an internet meme with a remarkably long shelf life.- Ends