Why Spinny’s Collaboration with India’s Got Latent Was Genius Marketing Move

A comedian in the middle of telling a joke.

If you’re into marketing, you know how it constantly surprises you. Every day, there’s a new campaign that makes you stop and think, “Wow, who would’ve thought of that?”

Recently, we stumbled upon a marketing move so clever it completely blew our minds. Enter Spinny’s collaboration with India’s Got Talent.
The brand sponsored one of the episodes and guess what? They paid to get trolled by the performers. It is so unusual. Isn’t it?

We think it was a genius move and here’s why!

Table of contents

Spinny Leveraged the Massive Viewership of the Show

India’s Got Latent is a phenomenon with an incredibly loyal fan base. Episodes consistently rack up millions of views within hours of release. For context, their New Year’s special in collaboration with another brand, Vastrado, pulled in a staggering 28 million views—2 million of which came in just 1.5 hours. These are numbers brands dream of achieving but often can’t without significant ad spend.

These are recent numbers. However, the initial episodes have also hit millions of views. So it makes sense to sponsor an episode if it is getting such a huge amount of viewership.

Screenshot of first few episodes of India’s got latent with views highlighted.

Plus, the concept of the show is really unique, and people are enjoying it like crazy. Its trending, and youth is talking about it. Hence, its safe to say that Spinny’s sponsorship was a clear attempt to capitalise on this viewership of the show enjoyed by people lately.

The Brand Was Made Fun of But Felt Authentic

In the age of hyper-polished advertising, audiences crave authenticity. Spinny recognised this shift and used its partnership with India’s Got Latent to showcase a more relatable side of its brand. Instead of the usual hard-sell tactics, Spinny leaned into humour and storytelling—both core aspects of the show.

Contestants made brutal jokes about the brand. In fact Samay Raina himself began the introduction with a cheeky slip, calling it ‘Swiggy’ then correcting ‘Spinny’. Rather than seeing this as a misstep, Spinny leaned into the joke. They didn’t take themselves too seriously, making the interaction relatable and endearing. This approach reinforced the brand’s authenticity—it’s not every day you see a company embracing humour so gracefully. They owned their work by taking jokes on themselves.

Spinny upped the stakes by gifting the winner, Parneet Singh, a Spinny Assured Grand i10 car. It tied back to what the brand does best- delivering quality vehicles. They also made a reel about it which gained 1,89,000 views.

They Got Buzz Outside the Show Too

We live in an era where people love to talk, especially when there’s something juicy or unexpected to share. Spinny’s association with India’s Got Latent created exactly that kind of buzz. The show’s unique mix of edgy humour, genuine talent and viral moments naturally gets people talking, both online and offline.

For Spinny, this translated into a wave of free PR. The collaboration wasn’t just about the episodes themselves but also the ripple effect they created. Social media platforms buzzed with posts and comments about the show, often mentioning Spinny in the process. With every share, comment, and meme, Spinny’s name reached more potential customers—and all of this happened organically, without additional ad spend.

Targeted the generation that’s more open to using second-hand cars

Another stroke of genius was how Spinny aligned with India’s Got Latent’s core audience. The show primarily appeals to millennials and Gen Z, a demographic that values authenticity, humour and a dash of edginess. Plus, this is the generation that is most likely to buy a second-hand car with disposable income and more awareness about finances. 

By this sponsorship, Spinny positioned itself as a brand that gets them—not just their needs but also their sense of humour and cultural touchpoints. This level of alignment between a brand and its audience is marketing gold and a lesson in knowing exactly who you’re speaking to.

Landed on Controversial Show to Stand Out

Samay Raina’s brand of humour is anything but conventional. It’s edgy, dark and unafraid to push boundaries—traits that resonate with a younger, more progressive audience. For a brand like Spinny, partnering with such content could have been seen as a risk. After all, not everyone appreciates edgy humour and it’s easy for jokes to be misinterpreted.

However, Spinny’s decision to embrace this boldness paid off. The brand’s willingness to associate with unconventional content showcased its modernity and adaptability. It sent a clear message—- Spinny is not just another traditional company— it’s a brand that’s in tune with the times. This move not only set Spinny apart from competitors but also made it more appealing to younger audiences who value brands that are unafraid to be different

In Conclusion

Spinny was the first brand to sponsor India’s Got Latent. That’s why it got the unexpected hype that left people talking. It shows how brands can follow a little edgy approach for marketing to get that virality.

Spinny embraced humour and leveraged the show’s massive viewership. They achieved visibility and relatability that few traditional campaigns could deliver. For marketers looking to make a splash, the lessons here are clear—- go where the buzz is, keep it authentic and don’t be afraid to take risks. And if you’re ever unsure how to navigate the ever-changing marketing world, partnering with a digital marketing agency can surely help.

Frequently Asked Questions

A satirical parody of ‘India’s Got Talent,’ this show lets contestants rate their own performances. If the judges’ scores match theirs, they win the ticket revenue for that episode.
The show’s witty humour, unique scoring system and a quirky panel of judges have made it a viral sensation, especially among younger audiences.
No, the unscripted nature of the show adds to its charm and authenticity.
The show features a rotating panel of judges, including Raftaar, Rakhi Sawant, Uoorfi Javed, Poonam Pandey and more.

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...

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