How Brands Are Using Memes in Their Marketing

If you use social media, you might have come across at least one or two memes that made you laugh. You might also have the urge to share that meme who you think would relate.  From relatable office struggles to pop culture references, memes dominate online conversations.

In fact there’s a whole dating app where you can swipe on memes. If two people swiped right on the same meme, they are a match. 

So imagine the kind of cult memes are. That’s why many brands are using to drive engagement, boost brand recall and create cultural relevance. 

But should your brand use it? If yes then why? Read the full blog to find out.

Table of contents

• How Brands Are Using Meme Marketing Successfully
• The Science Behind Viral Memes
• But Why Do Memes Work in Marketing?
• Should Your Brand Use Meme Marketing?
• Final Thoughts
• Frequently Asked Questions

How Brands Are Using Meme Marketing Successfully

Let’s look at real-world examples of brands that have mastered meme marketing and why their strategies worked.

1. Zomato – Mastering Desi Humour

Zomato has cracked the code of meme marketing by blending humour with everyday Indian food habits. Their memes are short, witty, and deeply relatable.

For example, they recently posted a meme-creative where they showed a whole packet of fries vs the image of two fries saying “Fries your friends leave for you”. 

The meme is about the food(which zomato delivers) and relatable pro max.

The meme speaks to every foodie. It’s subtle branding. There’s no hard sell, just humour associated with their product. It’s highly shareable. Foodies can share it with their friends or tag them in comments boosting organic engagement.

2. Netflix India – Owning Pop Culture

Netflix India’s meme game is strong because they use content from their own shows and movies to create memes. Instead of just promoting their upcoming show or movie, they engage audiences with memes referencing Bollywood, cricket and Indian internet trends.

For example, when Mirzapur 2 released, the meme “jalwa hai humara yahan” was trending. Every other page was using that template as a meme. We don’t know if they paid meme pages to create such memes but it worked. It created FOMO among the internet users.

3. Swiggy – Engaging with Trends

Swiggy is known for its quick-witted, interactive meme marketing. Whether it’s an IPL match, a new Bollywood release or a trending internet joke, Swiggy finds a way to integrate food into the meme.

During the wedding season they posted a meme about how people older and younger age are getting married. This way they mocked single users and smartly integrated food into it. 

The Science Behind Viral Memes

While meme marketing may seem spontaneous, there’s a method to the madness. Brands that succeed follow some key principles:

1. Stay Authentic to Your Brand Voice

A meme should feel like a natural extension of your brand’s personality. Zomato’s humour works because it aligns with its fun, casual brand tone. Imagine if a luxury watch brand tried the same humour—it wouldn’t land well.

2. Jump on Trends—But Fast!

Memes have a short lifespan. If a brand jumps on a viral meme a week too late, the internet has already moved on. Quick adaptation is key.

Example: The chill guy meme trend in India went viral for a few weeks. Many brands jumped on it immediately, making it relevant to their audience.

3. Keep It Simple and Visual

Memes are easy to consume—short text, strong visuals, and instant relatability. If a meme takes too long to understand, it loses impact.

But Why Do Memes Work in Marketing?

Memes are popular for a reason—they tap into human psychology. Here’s why brands love them:

1. High Engagement & Shareability: Memes are designed to be shared. If a meme is funny, relatable, or insightful, people will naturally tag their friends, leading to organic reach.
2. Cost-Effective Marketing: Unlike ad campaigns that require huge budgets, meme marketing is relatively inexpensive. A single meme can go viral without any paid promotion.
3. Instant Cultural Relevance: Memes allow brands to participate in trending conversations in a way that resonates with their audience.
4. Boosts Brand Recall: A well-executed meme sticks in the audience’s mind. They may forget an ad, but a viral meme? That’s hard to ignore.

Should Your Brand Use Meme Marketing?

Not all brands should force memes into their marketing. Here’s when it makes sense:

✅ Your target audience is active on social media (Gen Z & Millennials love memes).
✅ Your brand has a fun, conversational tone (Humor doesn’t work for every industry).
✅ You can react quickly to trends (Speed is crucial for meme marketing).

However, if your brand has a formal tone (e.g., B2B finance companies), meme marketing might not be the best fit.

Final Thoughts

Meme marketing when done right — makes brands feel human, drives organic reach and strengthens community engagement.

But meme marketing isn’t about just posting random jokes. Brands that succeed do so because they understand internet culture, their audience and the psychology behind shareable content.

If your brand wants to tap into meme marketing but doesn’t know where to start, partnering with a meme marketing agency that understands the art of viral content can help. In fact, you can reach out to us as well have done meme marketing for several brands and increased their engagement. 

To know more please contact us at hello@florafountain.com.

Frequently Asked Questions

Vasim Samadji

Vasim Samadji is a partner at Flora Fountain, where he leads the Business and Marketing Strategy divisions. In a world where everyone is used to sugarcoating, his directness is often considered rude. But that shouldn't be a problem if you like the no-nonsense approach. Because he is a seasoned professional...