Saif Ali Khan has turned the internet’s favourite ghee joke into an actual payday. The actor, who went viral for his gleeful reaction to winning a two-year supply of Gowardhan Ghee on Kaun Banega Crorepati, has now fronted a self-aware advertisement for the brand. The move is a quick, light example of a celebrity and a brand meeting a meme before it cools.
The ad runs on the joke fans already made
The video, shared on Saif’s newly launched Instagram profile, opens as an Instagram Live. Saif insists he does not want to talk about the ghee or his viral moment, but the comments keep coming. One fan quips, “From aura farming to dairy farming,” while others ask if he joined Instagram only because of the ghee.
Then the camera slips. The frame briefly reveals rows of Gowardhan Ghee bottles stacked inside his home. Saif, embarrassed, asks his staff to close the door and tells fans to stop obsessing. The ad ends with him shutting the live: “Leave me alone. Stop asking me for the ghee. Go checkout the offer yourself. I am done.”
From KBC surprise to running gag
The backstory is what makes the ad land. In late September, Saif appeared on Kaun Banega Crorepati with Akshay Kumar to promote Haiwaan. When Amitabh Bachchan revealed that the 10th question carried a two-year Gowardhan Ghee supply, Saif’s delighted “This is it; this is why I came” became a meme. On The Great Indian Kapil Show, Saif later kept the bit alive, saying he had not received the ghee yet.
Why this is a clever brand follow-up
Instead of fighting the meme, Gowardhan Ghee is using it as the campaign. That matters because the prize is already familiar to anyone who followed the KBC clip, so the ad does not need to explain much.
- The joke is the script, so the ad feels like fan-made content rather than a corporate spot.
- Saif’s deadpan irritation makes the product reveal the punchline.
- The brand gets premium placement without sounding like a hard sell.
The ad’s closing line is the button. By telling fans to “go checkout the offer yourself,” the spot makes the ghee the object of desire and Saif the reluctant spokesperson. It is a tight loop: the prize, the complaint about not receiving it, and the product all appear in one frame.
For celebrity watchers, the fun is in seeing the viral moment come full circle. For marketers, it is a reminder that a warm, self-aware reaction often outperforms a polished campaign. Saif has had an eventful 2026 with Haiwaan and Kartavya, and this ad keeps him in the conversation for something completely different.
Source: Hindustan Times
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