The campaign
Gowardhan has turned a game-show moment into a brand film. The campaign — Saif Ali Khan Finally Gets His Ghee — centres on Saif Ali Khan’s long-running joke about a two-year supply of Gowardhan Ghee he was promised on Kaun Banega Crorepati. Afaqs! reports that the film was released in 2026 and shared by Saif on his newly launched Instagram profile. The source does not name an agency or director.
The backstory starts in September, when Saif and Akshay Kumar appeared on Kaun Banega Crorepati to promote Haiwaan. When Amitabh Bachchan announced the two-year ghee supply as the prize for the tenth question, Saif’s reaction — “This is it, this is why I came” — went viral. He later joked on The Great Indian Kapil Show that he hadn’t received the ghee or his cheque. Fans tagged Gowardhan, and the brand replied to one post: “If he follows us, we can send him the ghee.”
What the film says and how
The ad is structured as an Instagram Live. Saif starts out trying to move on from the ghee conversation, but his followers refuse to let him. One asks whether the two-year supply has arrived; another jokes, “From aura farming to dairy farming.”
The payoff comes when Saif accidentally turns his camera and exposes hundreds of Gowardhan Ghee bottles stacked inside his house. He asks staff to shut the door, tells followers to stop obsessing over the ghee, and cuts the live short with: “Go checkout the offer yourself. I am done.”
The film works because it does not try to manufacture a new story. It takes the conversation that already exists and puts the brand at the centre of it.
The response so far
Afaqs! reports that the film is spreading for Saif Ali Khan’s tongue-in-cheek debut for the brand, with fans sharing it for his suave, self-aware humour. The source does not cite view counts or paid-media figures, so the early response is being measured in fan sharing and conversation rather than reported reach.
The category context
Gowardhan is not the first brand to turn an internet joke into a larger campaign. The source points to Britannia’s “Prashant” campaign as the clearest benchmark.
- In 2025, a creator accidentally pronounced “croissant” as “Prashant,” and the clip went viral.
- Britannia changed its social identity to “Britannia.Prashant” and embraced the joke.
- It introduced limited-edition “Prashant” packs and brought the original creator into the campaign.
- Case-study figures released by the brand and its agencies put the campaign past 100 million views.
The distinction matters: Britannia did not create the joke and then invite participation. The audience created the joke first, and the brand recognised that it had a natural role in it. Gowardhan appears to be following the same playbook.
What to watch next
The source does not outline Gowardhan’s next steps. The immediate test is whether the brand moves from a one-off film into product-level follow-through, as Britannia did with limited packs and a changed social identity. Also worth watching is whether Gowardhan keeps the fan conversation alive after the ad, or lets it close with the film.
Watch the original: Gowardhan on YouTube
Source: Afaqs!
