Roasting has evolved from being a niche internet trend to becoming a mainstream form of entertainment in India. Once limited to YouTube videos and small comedy clubs, roasters today are on Instagram Reels, OTT platforms, brand campaigns, and even live corporate events. Their unapologetic humour, razor-sharp timing, and ability to turn awkward truths into belly laughs make them magnetic. But here’s the twist—behind every viral roast video is an influencer powerhouse that brands can leverage for authentic marketing. If you’re a brand aiming to partner with India’s best roasters, this guide will not only introduce you to the top names in the business but also explain why roast culture is the most underrated (and underutilised) marketing tool in India right now. From understanding the Indian roast culture in marketing to learning how to collaborate effectively, we’ll cover it all—minus the hurt feelings.

1. The Rise of Roast Culture in India

Roasting in India started as a subculture on YouTube around 2014–2015, with creators like CarryMinati and Bhuvan Bam throwing playful jabs at trending topics. Over time, it evolved from scripted videos to live performances, roast battles, and Instagram collaborations.

The Indian roast culture in marketing is now booming because it aligns perfectly with what today’s audiences crave—authenticity, relatability, and entertainment. According to a 2024 survey, 68% of Indian Gen Z consumers say they prefer brands that “don’t take themselves too seriously” and can laugh at cultural quirks.

This shift has made social media roast influencers India a hot property in advertising campaigns. Brands no longer just want polished, safe content—they want personality. And nobody delivers personality quite like roasters.

2. Why Brands Should Partner with Roasters

When a brand chooses to partner with India’s best roasters, it’s not just tapping into comedy—it’s buying a ticket to audience attention.

Here’s why:

• Roasters are authentic – Their humour is unfiltered (but adaptable for campaigns), making them trustworthy voices.
• They spark conversations – Roasts get shared, debated, and rewatched, which means longer engagement cycles.
• They bridge pop culture and products – Whether it’s Zakir Khan turning heartbreak into relatable laughs or Kusha Kapila satirising corporate life, roasters can seamlessly connect a product to trending humour.

A 2023 report showed thatinfluencer marketingcampaigns featuring humour saw a 27% higher engagement rate compared to non-humour campaigns. That’s why comedy roasters brand campaigns are being picked up by FMCG giants, tech startups, and even government awareness drives.

3. The Top Roasters in India Right Now

If you want to partner with India’s best roasters, these names should be at the top of your list:

3.1 Zakir Khan

Known for his poetic punchlines and soft-spoken roasts, Zakir has an unmatched connection with small-town India. His subtle, observational style makes him perfect for roast-based advertising campaigns aimed at middle-class audiences.

3.2 Kusha Kapila

The queen of satire, Kusha, blends relatable comedy with social commentary. Her reach among urban millennials is unmatched, making her a go-to for lifestyle and fashion brands.

3.3 Rahul Dua

With his quirky expressions and improv skills, Rahul can turn any product pitch into a viral reel. He’s a rising star in Indian roast influencers’ collaboration projects.

3.4 Mallika Dua

Fierce, funny, and unapologetic, Mallika is perfect for bold brands that want to push boundaries while staying relatable.

3.5 CarryMinati (Ajey Nagar)

The YouTube legend whose roasts often break the internet. With over 40 million subscribers, he’s a marketing powerhouse for Gen Z-focused products.
Want to explore 10 best Indian roaster?Read here.

4. How Roast Culture Fits into Influencer Marketing India

Brands have realised that roasters aren’t just entertainers—they’re influencers with cult-like followings. Their audiences trust them, which is gold for marketing.

For example, a 2024 case study found that an FMCG brand saw a 45% increase in Instagram engagement after collaborating with a roast influencer for a UGC video campaign. The roast angle made the content feel organic, rather than like a traditional ad.

Hobo.Video, a top influencer marketing company, has also reported that campaigns with roasters often outperform traditional influencer posts in both reach and retention.

5. Choosing the Right Roaster for Your Brand

To successfully partner with India’s best roasters, you need to:

• Know your audience – If your brand targets Tier-2 cities, Zakir Khan or Rahul Dua might be perfect.
• Match tone with product – Edgy fashion brands may thrive with Mallika Dua’s bold humour.
• Consider platform presence – Some roasters dominate YouTube, others Instagram, and some are kings of live shows.

6. Types of Roast-Based Brand Campaigns

6.1 Social Media Roasts

Brands team up with popular roasters to host online roast battles targeting competitors, trends, or even themselves in a playful way. This format works brilliantly on Instagram Reels, YouTube Shorts, and X (formerly Twitter), where short, punchy clips go viral.

6.2 Live Event Roasts

Live roast shows featuring celebrities, influencers, and brand representatives create memorable, laugh-out-loud moments for audiences. These events often trend across platforms due to their unpredictable, unscripted nature.

6.3 Influencer-Led Roast Challenges

Brands partner with roasters to create viral challenge formats where audiences can submit roast lines, and winners get featured or rewarded. This drives engagement while building a participatory brand community.

7. Tips for Working with Roasters Without Burning Your Brand

• Set clear boundaries – Roasters love freedom, but you need to protect your brand image.
• Collaborate on scripts – Keep the humour edgy but avoid controversial pitfalls.
• Leverage AI UGC tools – Platforms like Hobo.Video’s AI influencer marketing features help tailor roast content to your brand voice.

8. Statistics That Prove Roast Marketing Works

• 72% of Indian millennials say humour in ads makes brands more memorable. (WARC)
• Roast-based videos on Instagram have a 35% higher save rate than generic ads.
• Comedy influencers in India have seen an average follower growth of 18% year-on-year.
• UGC videos created by roasters get 4x more comments than traditional influencer posts.

9. Common Mistakes Brands Make

• Picking a roaster whose style doesn’t match the brand tone.
• Forcing product placement instead of letting the humour flow naturally.
• Ignoring cultural sensitivities—India is diverse, and jokes can land differently across regions.

10. Conclusion: Why You Should Partner with India’s Best Roasters

If you want to stand out in today’s cluttered advertising landscape, it’s time to partner with India’s best roasters. They bring personality, relatability, and a human touch to marketing that scripted campaigns can’t match. From social media roast influencers India to digital roast shows India, the possibilities are endless.

By collaborating with the famous Indian roast personalities we discussed, brands can tap into loyal audiences while riding the wave of India’s booming roast culture. The key is to respect their creative freedom, align brand values, and keep the humour sharp but inclusive.

Key Takeaways for Brands

1. Roasters humanise your brand message.
2. Humour boosts engagement rates significantly.
3. Picking the right roaster is crucial for tone and audience.
4. Roast marketing works best with creative freedom.
5. Platforms likeHobo.Videomakes collaboration easier and more effective.

About Hobo.Video

Hobo.Video is India’s leading AI-powered influencer marketing and UGC company. With over 2.25 million creators, it offers end-to-end campaign management designed for brand growth. The platform combines AI and human strategy for maximum ROI.
Services include:

• Influencer marketing
• UGC content creation
• Celebrity endorsements
• Product feedback and testing
• Marketplace and seller reputation management
• Regional and niche influencer campaigns

Trusted by top brands like Himalaya, Wipro, Symphony, Baidyanath, and the Good Glamm Group.

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