Most Viral Celebrity Campaigns on Instagram

A look at India’s most viral celebrity Instagram campaigns of 2025–26. See how top brands tapped Bollywood stars, athletes, and influencers on Instagram—examples include Dream11 with Aamir Khan, Ching’s Secret with Ranveer Singh, KFC with CarryMinati, and more—using humor, trends, and star power to grab millions of views.

Influencer and celebrity marketing have exploded in India. By 2025, brands are pouring about a quarter of their marketing budgets into influencers and creators. According to industry reports, the Indian influencer market was about ₹3,600 crore in 2024 and is set to grow roughly 25% in 2026. Consumers trust these voices: Kantar finds that 67% of Indians trust influencers more than traditional ads. Instagram is a core platform in this growth. With over 400 million users in India and strong engagement tools like Reels and Stories, it’s become the go-to place for celebrity campaigns. Instagram itself noted that homegrown viral moments – from cricket mania to local memes – kept Indians scrolling.

Brands have used Instagram in creative ways to make campaigns go viral. Many recent hits blended Bollywood stars, sports icons, or top influencers with pop culture, humor, and real-time trends. In the examples below, we examine how campaigns by major brands and celebs “went viral” on Instagram, the creative ideas behind them, and the results they delivered.

The Power of Trends: Moment-Driven Campaigns

1. Ayush’s “Prashant” Croissant Meme (Swiggy / Britannia)

A viral trend can start anywhere. In 2025 a 16-year-old named Ayush Chaurasiya filmed himself pronouncing “croissant” as “Prashant” on an Instagram filter. The goofy mispronunciation exploded on social media. Smart brands jumped on the moment: Swiggy redirected searches for “Prashant” to croissants on its app, and Britannia changed its Instagram bio to play along.

Even fashion and beauty brands (IKEA and Lakme) joined the fun, and Bollywood stars like Kareena Kapoor and singer Shreya Ghoshal riffed on it too. This shows how a simple user-generated meme can become a viral campaign across Instagram. It underlines that being ready to react to trending content – and tagging popular hashtags – can earn huge reach. Instagram’s own Year-in-Review highlighted Ayush’s “Prashant” moment as a defining meme of 2025.

2. CarryMinati x KFC Saucy Popcorn

YouTube star CarryMinati (Ajey Nagar) is one of India’s biggest online personalities. In 2025 he partnered with KFC India to co-create a new menu item: “Saucy Popcorn.” Instead of just a paid endorsement, the campaign featured Carry stepping into a KFC kitchen and mixing his personality (“sauciness”) into the product launch.

The result: a vibrant Instagram campaign where Carry appeared in short videos and posts teasing the new popcorn. It paid off. The branded posts generated 36.7 thousand comments on KFC India’s Instagram page alone, showing very high engagement. CarryMinati’s 67 million followers helped blast the campaign across feeds. This example shows how merging a celebrity’s unique style with a product (and giving fans entertaining content) can drive viral engagement on Instagram.

3. User-Generated Format: IKEA Delhi Launch

Global home furnishings retailer IKEA used a creative Instagram push when it launched e-commerce in Delhi. Instead of traditional ads, IKEA turned influencers’ social posts into offline billboards. Creators like Sakshi Sindwani posted about IKEA products on Instagram, and the brand used those posts in OOH displays around the city.

The campaign slogan – “furniture that fits life, not just homes” – was simple but powerful. By tying Instagram influencer content into real-world visibility, IKEA created buzz. Followers who saw the street ads also saw the Instagram posts, blending online and offline interaction. This case highlights how brands can make Instagram content multi-dimensional and drive conversation.

Celebrities and Big Brands Going Viral

1. Dream11 IPL Campaign: Aamir Khan vs Ranbir Kapoor

Dream11’s 2025 India Premier League (IPL) ad was a blockbuster on Instagram. Titled “Aapki Team Mein Kaun?” (Who’s on Your Team?), it featured Bollywood superstars Aamir Khan and Ranbir Kapoor forming rival fantasy cricket teams. They playfully took on each other to recruit cricketers like Rohit Sharma, Hardik Pandya, and Jasprit Bumrah, turning the fantasy app into a sports-and-film mashup.

The campaign was built like a mini movie, and it exploded online with millions of views within hours of release. Fans loved the humor of the “Aamir11” vs. “Ranbir11” team names (a direct nod to Dream11’s fantasy teams). The ad launched first on Aamir Khan’s social channels before wider release, using his star power to kickstart the buzz. This shows the effect of rare celebrity appearances: Aamir Khan seldom does ads, so his mere presence made headlines. The Dream11 campaign demonstrates how big names plus cultural context (cricket and Bollywood) can create viral attention on Instagram.

2. Ching’s Secret “Agent Ching Attacks” (Ranveer Singh)

The instant noodle brand Ching’s Secret went full Bollywood with its 2025 campaign. It created an 8-minute action blockbuster parody called “Agent Ching Attacks” starring Ranveer Singh, directed by Tamil film star Atlee. The film includes over-the-top fights. scenes, a comic-book villain and even a catchy theme song. It treated Ching like an action hero. On Instagram, teasers and clips of the action-packed film sparked memes and shares.

Because Ranveer Singh is known for high energy and flamboyance, audiences expected nothing less. The ad’s mix of humor, drama, and grand scale led to millions of views and buzz across social platforms. This campaign shows that big budgets and high drama can pay off in the social age: viewers on Instagram felt like they were watching a mini-movie and sharing that excitement.

3. Flipkart Big Billion Days (Amitabh Bachchan, Alia Bhatt)

Flipkart’s annual festival sale is a major event. In 2025 they launched a campaign with Bollywood legends Amitabh Bachchan and Alia Bhatt teamed with social media creators. The message “Yahan Kuch Bhi Ho Sakta Hai” (Anything Can Happen Here) leaned into the unpredictable deals and surprise entertainment of the sale. On Instagram, the teasers and ads featuring these stars blended nostalgia (Amitabh’s old-school charm) with a modern youth vibe (Alia and online creators).

Users engaged by tagging friends about possible deals or recounting sale stories. This mix of famous faces and relatability made it widely discussed online. It highlights how heritage stars can still draw Instagram attention, especially when placed in fresh, fun contexts.

4. Spotify India Wrapped (Raghav Juyal & Emraan Hashmi)

For its 2025 Wrapped campaign in India, Spotify used humor, nostalgia, and celebrity chemistry to grab attention on Instagram. The campaign brought together Raghav Juyal and Emraan Hashmi, recreating their fun “Badass of Bollywood” dynamic in a playful ad that quickly went viral online.

In the campaign, Raghav plays an excited fanboy obsessed with Emraan’s classic songs, while the duo jokes about user listening habits and popular Bollywood tracks like Tu Hi Meri Shab Hai. The light-hearted conversations made Spotify Wrapped feel more personal and entertaining for Indian audiences.

Fans loved the mix of comedy, music nostalgia, and celebrity banter, with many calling it one of the best pairings of the year. The campaign spread widely across Instagram because it turned user data into relatable entertainment using familiar faces people already enjoyed watching together.

5. Uber One Membership (Bhuvan Bam)

Ride-hailing firm Uber India launched Uber. One membership with a viral creator-led ad. They cast Bhuvan Bam, a top content creator, reprising his “Angry Masterji” character in quick, comedic clips. The punny line “Move aside, One Direction; it’s time for the Uber One Direction” and other jokes fit Bhuvan’s style.

This digital campaign hit big: within days it had over 11 million views and 1 million likes across social posts. The Uber/Bhuvan collaboration shows that tapping a creator’s existing persona (Angry Masterji was already famous) can skyrocket engagement. It also proves that successful creator campaigns can achieve numbers rivaling TV ads by feeling authentic and funny.

6. Instamart Valentine’s “InstaTohfa”

Quick-delivery platform Swiggy Instamart revived an old Hindi song in a cheeky Valentine’s Day ad. It featured actor Tusshar Kapoor and a catchy remix of “Tohfa Tohfa” from a 1994 Bollywood film. The idea was to help people quickly buy gifts for anyone (friends, siblings, pets) within minutes.

The song hook was nostalgic for older viewers but turned goofy with the new lyrics and visuals. On Instagram the reels and promos with Tusshar dancing made the campaign shareable. People tagged pals, saying, “I need an Instamart to send this tohfa!” It struck a chord as a feel-good, laugh-out-loud promo beyond just Valentine’s, showing how reviving familiar culture with a twist can make campaigns go viral.

7. Ajay Devgn for Instamart Quick India Movement

Another Instamart (Swiggy) campaign used Bollywood action hero Ajay Devgn. In a launch ad, Devgn does his famous onscreen split – but instead of bikes, it’s boxes and everyday items, to highlight 10-minute deliveries. The visual twist on a classic scene was instantly meme-worthy. On Instagram, stills and videos of Ajay’s stunt spread quickly. Fans shared the tagline “Jo mujhe chahiye, abhi chahiye” (What I want, I want now) as a joke in many contexts. It shows how using a star in a clever, nostalgic setup can hook Indian audiences on Instagram.

8. Mokobara Cosmetics with Diljit Dosanjh

Beauty brand Mokobara ran a quirky Instagram ad with superstar Diljit Dosanjh. In a sci-fi spoof, “Elon Paji” invites Diljit to perform on Mars – illustrating the brand’s 30-day return policy in a fun way. The grandiose, offbeat scenario and Diljit’s humor created catchy reels. The hashtag #DiljitOnMars trended on social media, showing fans were watching and commenting. This campaign highlights how celebrities playing against type (Diljit as an “Elon Paji” character) and a silly storyline can capture online attention.

9. Boldfit Fitness Gear (Samay Raina & Suhani Shah)

Fitness brand Boldfit leaned on Instagram comedy by featuring stand-up comic Samay Raina and magician Suhani Shah in a light video. Instead of a heavy product pitch, they banter and joke about workouts before literally challenging each other at the gym. Boldfit gear appears naturally on them as they train, without shouting “ad” at the audience. Viewers loved the organic humor – it felt like watching friends chat. The campaign plays to Boldfit’s strategy of long-term partnerships, reaching young fans through relatable humor and authenticity.

10. Airtel Roaming with Gaurav Kapoor

Telecom company Airtel used comedian Gaurav Kapoor for an Instagram-focused roaming ad. The ad is staged like a live stand-up show: Gaurav jokes about travel frustrations and the pain of expensive roaming. The audience laughs as Airtel’s roaming plan is woven casually into the comedy. Posting the clip on Instagram gave fans shareable comedic content, rather than a straight-up commercial. This demonstrates using a stand-up format to discuss a service – making the brand message entertaining and “Instagrammable.”

11. Netflix India 10-Year Celebration

To mark 10 years in India, Netflix let several creators (Prajakta Koli, Tanmay Bhat, Rebel Kid, etc.) spontaneously post gratitude videos on Instagram. There was no big script – just genuine “thank you” messages like “Netflix, thanks for 10 years of stories.” These felt authentic because each creator spoke from personal experience (Netflix helped their careers). Fans perceived it as heartfelt rather than a forced ad. The organic nature made the posts widely liked and shared. This shows even big brands can use creator-led content on Instagram to celebrate milestones and evoke real emotion.

12. Flipkart Predator League (Gaming) with Nischay & Radhika Malhan

Flipkart used gaming influencers Nischay and Radhika Malhan to promote an esports event. They filmed themselves going about daily life (shopping, hanging out) and casually mentioning the Predator League finals at the end, as if telling friends about it. Their relaxed, conversational delivery (they’re a real-life couple known as “Triggered Insaan” and “Cute Bhoot”) made the advertisement feel like a friendly tip. On Instagram, this relatable style led fans to comment and discuss because it didn’t feel like an obvious ad.

13. Underneat Fashion (Rida Tharana)

Clothing brand Underneat teamed up with influencer Rida Tharana for a cozy, Instagram-friendly campaign. Rida posted in character about how the clothes felt “like a hug without even asking for one,” plus offered a small discount code. The post was warm and honest, as if a friend shared a tip about comfy clothes. Followers responded by likening the feeling to personal comfort. This is an example of using a creator’s personal voice and Instagram style (Stories/carousels) to make an ad feel genuine and share-worthy.

14. Sachin Tendulkar for Spinny

Used quiet sincerity to sell used cars. Spinny’s “God Promise” ad cast cricket legend Sachin Tendulkar to reassure customers. This ad was simple – Sachin calmly explaining trust and honesty – but in the age of memes, it stood out for its sincerity. On Instagram, fans shared it, saying, “Sachin for cars, who thought?” Its net effect was warmth and reliability. It shows that even a low-key message with a beloved icon can go viral if it breaks the usual ad noise.

These examples highlight different formats and creative elements that drove engagement on Instagram. Big movie-style productions (Dream11, Ching’s) used cinematic storytelling. Others relied on humor and relatability (CarryMinati, Samay Raina, Malhan duo). Some leveraged nostalgia or surprise (Tusshar Kapoor remix, Ajay Devgn’s split). A few used shorter, snackable content (Bhuvan Bam’s skit). The key is knowing what the platform’s audience responds to.

Common Themes and Tactics

Several patterns emerge from these viral hits:

1. Celebrity-Influencer Blend: Many campaigns mixed top-tier stars (Aamir Khan, Amitabh Bachchan) with social creators. This ties mainstream fandom to digital buzz.

2. Cultural Context: Using cricket, festivals, or memes as hooks. Campaigns like IPL ads or Valentine’s specials connected with national interests, making them more shareable.

3. Creator’s Voice: Even celebrity spots felt authentic because they respected the creator’s style. For instance, CarryMinati’s irreverent persona and Samay Raina’s humor were front and center, not drowned by brand messaging.

4. Interactive Platforms: Brands used Instagram features (polls, countdowns, AR filters) to amplify campaigns. For example, the “Prashant” meme came from an Instagram filter. Many video ads were also shared as Reels, where the algorithm could push them to trending.

5. Humor and Emotion: Funny or emotional content tends to spread quickly. Ads that made people laugh or tear up (like Netflix’s heartfelt thanks) saw heavy engagement.

6. Engagement Calls: Some campaigns included direct calls-to-action or codes that drove interaction (Underneat discount code, Predator League giveaways).

On the business side, companies measure these efforts with likes, comments, shares, hashtag counts, and view metrics. High engagement and trending hashtags are signs of virality. For example, Uber noted their campaign got 11M views in days, a clear success marker. KFC India saw 36.7k comments from a single collab, showing active audience response. Brands also track traffic or sign-ups from Instagram campaigns to justify ROI.

Some Lessons from 2025–26

However, not all campaigns go viral, and predicting virality is an art. Success often depends on timing (launching a cricket ad at IPL start), creator fit, and execution quality. 

• Jump on trends quickly. The brands that spotted the “Prashant” meme reaped attention. Delayed responses miss the wave.

• Don’t force it. If a campaign’s meme or style feels too staged, audiences may ignore it. The ads that felt genuine (like Rida’s clothing post) usually performed better.

• Combine offline and online. Campaigns like IKEA’s linked Instagram content to real locations, broadening reach.

• Embrace new formats. Short-form video (Reels, Shorts) is key. Many of these viral campaigns were teased or complemented by short clips on Instagram.

By the end of 2025, marketing experts agreed: viral campaigns were less about high polish and more about personality and context. Brands no longer just “ran ads” – they often created experiences and stories that fans wanted to share.

Planning Your Own Campaign

For brands looking to go viral on Instagram with a celebrity, here are some guiding points:

1. Choose the Right Face: Match the celebrity to your audience. Cricket fans? Try a sports star. Youthful brand? Consider Gen Z influencers. Look at who your target group follows.

2. Creative Fit: Don’t just slap the logo on. The celebrity or influencer should feel part of the story. As seen, campaigns worked best when the celeb’s persona and the product blended naturally.

3. Leverage Multiple Posts: Viral campaigns often used a mix of posts – from a big video drop to behind-the-scenes Reels or Stories. Plan a rollout that keeps momentum.

4. Hashtags and Challenges: Use unique hashtags or Instagram challenges to encourage user participation. For example, create a branded AR filter like the croissant one if possible.

5. Collaborate with Influencers: Even small brands can find niche influencers to amplify the message. Micro-influencers often have high engagement; partnering with a few can help spark wider interest.

6. Monitor and Respond: Once live, watch audience reaction. Engaging with comments or even tweaking the campaign can help sustain momentum. Remember the Swiggy SEO trick – they actively updated content after launch.

By studying these recent campaigns, brands can learn what works: strong stories, cultural relevance, and engaging creators are key.

Want Your Brand to Create the Next Viral Campaign?

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