• Make ‘Em Laugh is a powerful marketing strategy that provides multiple benefits. 
  • The strategy triggers positive emotional responses, boosts brand memorability and drives sales. 

The “Make Your Customers Laugh” marketing strategy intelligently uses humor to connect with the target audience and boost brand memorability. Apart from making the brand memorable, this strategy helps trigger an emotional response to drive sales. Brands must understand the audience, their interest values and sense of humor for effectiveness.

The core principle is to use humor in marketing messages across advertisements, social media posts, infographics, etc., to grab attention, build rapport, and make the brand name relatable. This disarming approach increases brand awareness, enhances brand image, improves engagement, and recalls while mitigating sales resistance. 

Marketers must tailor humor to resonate with the target audience based on their age, interests, and sense of humor while avoiding offensive and controversial jokes. Remember that subtlety is the key here. Witty wordplay, relatable situations, or general self-deprecating humor can be effective. Avoid using humor to overshadow the product or service; rather, use it to highlight the benefits in a lighthearted way. 

How did Flipkart Successfully Incorporate the “Make Your Customers Laugh” Marketing Strategy? 

Flipkart is an Indian e-commerce giant that has intelligently incorporated the “Make Your Customers Laugh” marketing strategy. Through this, they promoted their brand and made online shopping fun and accessible to a broad audience. They leveraged relatable humor and highlighted the ease and convenience of online shopping while creating a memorable brand association.

Leveraging Relatable Humor

Flipkart features popular Indian celebrities in its commercials, portraying them in funny situations while shopping on the platform. Plus, who could forget its memorable campaign, which used kids dressed as adults in relatable and funny situations, making the act relatable and enjoyable for viewers? 

Besides celebrities and kids, Flipkart also uses regular people in their commercials. Showcasing these everyday consumers in relatable situations humorously promoted the ease and convenience of shopping on the e-commerce platform. This approach allows the audience to better connect with the scenarios. 

Highlight the Ease and Convenience of Online Shopping

Interestingly, Flipkart’s commercials weren’t afraid of being silly. Some of the kids’ ads were outright silly and witty and still delivered the right message. Somehow, they successfully depicted everyday shopping struggles in a humorous way, showcasing how Flipkart solves these problems. 

For example, a commercial from the e-commerce platform shows someone struggling to carry heavy groceries while representing the same person enjoying the items after easily ordering them through Flipkart. The kids’ ad campaign presented these kids dressed as adults in a fun and relatable way, further emphasizing the ease of shopping online.

The humor of these advertisements often revolves around how quickly Flipkart delivers the products and saves customers time and effort. In a lighthearted way, the e-commerce giant showcased how easy it is to shop with them, making the platform an obvious and funny solution. 

Creating a Memorable Brand Association

Flipkart’s commercials are often accompanied by catchy taglines and jingles, which are also delivered humorously. The jingles are meticulously designed to stay with the viewers long after the commercials are over, helping in positive brand associations. For example, “Ab Har Shopping, Flipkart Se Shopping,” “India ka Fashion Capital, Flipkart,” or “Big Billion Days,” etc., have been trendy. 

Furthermore, the e-commerce giant extends humor to multiple social media channels. They share funny memes, GIFs, and videos that resonate with the target audience. This interactive approach keeps the brand at the forefront of the customer’s mind while online shopping. 

Using Humor humanized the brand and made it more approachable and down-to-earth, unlike a cold, transactional corporation. The funny scenarios depicted in the commercials demonstrate the benefits of online shopping entertainingly and memorably. Plus, it helped the brand grab attention, and the audience was more likely to share and remember them. 

Flipkart’s “Make Your Customers Laugh” marketing strategy has been a resounding success. The e-commerce giant manages to amalgamate the humor, ease and convenience of online shopping, making the experience more enjoyable for every Indian customer. 

What is the “Make Your Customers Laugh” Marketing Strategy? 

In a crowded marketplace, customers are constantly bombarded with commercials and social media posts, and the majority of them are ignored. If a brand manages to make the audience chuckle, it already has an advantage. The “Make Your Customers Laugh” strategy uses humor to connect with the target audience.

Skilful implementation of this strategy helps the brand leave a positive impression on the audience, boosting brand awareness, engagement, and customer loyalty. There’s a reason why Charlie Chaplin became the greatest showman: humor. To this day, people resonate with his humor, further emphasizing the prowess of this strategy. 

Why Does Humor Work?

Psychologically speaking, humor tends to grab attention. A funny advertisement or social media post cuts through the noise of an already crowded market. Laughter is a primal human response and has the potential to grab attention and make people stop scrolling naturally. 

Also, people are more likely to remember funny things, and they tend to create a positive association with the brand. Including humor makes the consumer more likely to remember the brand when they need what the business offers. Humor shoes the brand’s personality, makes it more relatable, and facilitates a friendly association with the brand. 

Laughter fosters a sense of connection with the brand. When marketers share a laugh through commercials, it helps them create a positive emotional bond between the brand and the target audience. Funny content gets shared more, and people love sharing the things that make them laugh, which can significantly expand brand penetration. 

How to Make Them Laugh in the Right Way

Marketers must remember that not all humor is universal, and some might offend the audience and not align with the brand image. Hence, they should tailor the jokes to resonate with the target demographic’s age, interests, and sense of humor. Brands should not try to be full-blown stand-up comedians but try to deliver the humor subtly. 

They can be witty, carefully use wordplay, place the characters in relatable situations, or generate self-deprecating humor to increase effectiveness. Never let the it overshadow the products or services; try to use it to highlight the benefits offered in a lighthearted way. 

Some types of humor work better on certain platforms; hence, choosing the right platform is crucial. For example, a funny meme might go viral on Instagram but not LinkedIn. Marketers must understand that only some jokes will land; they must monitor the audience’s response and adjust the approach based on what works and doesn’t. 

Pros and Cons of “Make Your Customers Laugh” Marketing Strategy

The “Make Your Customers Laugh” strategy can be a double-edged sword. Even if laughter is a powerful marketing tool, a single misstep could alienate the audience. Here are some pros and cons of the strategy. 


It helps increase brand awareness, as funny content gets noticed and shared more. Humor helps cut through the marketing clutter and makes the brand stand out. It enhances brand image, as humor creates positive brand associations, and people perceive the brand that makes them laugh as friendly, approachable, and relatable.

Funny content tends to spark conversations and interactions and boost engagement. People are also more likely to comment, like, and share humorous content. Humor is memorable, and people tend to remember funny marketing messages, leading to improved brand recall. 

Including humor lowers sales resistance, making the potential customers more receptive to the brand message and narrative. A lighthearted approach towards marketing products and services breaks down barriers and makes the target audience open to considering your offerings. 


Humor is subjective; what one person finds funny, others might find offensive. A poorly executed joke can backfire and damage the brand’s reputation. Also, humor might not be appropriate for all industries. For example, serious topics like finance and healthcare might differ from the tight genres for a comedic approach.

Crafting genuinely funny content is a daunting task. It requires greater wittiness, creativity, and a sense of humor, along with a deeper understanding of the audience. This aspect makes the strategy difficult to execute. If humor overshadows the product or service, the strategy has lost focus. 

Marketers must ensure that humor complements the message rather than overshadowing it. Also, humor tends to be culturally specific. Jokes that land well in America might be offensive in Japan. For example, Pepsi’s “Come Alive with Pepsi” slogan in China translated to “Pepsi brings your ancestors back from the dead”, not the message they hoped for. In conclusion, the “Make Your Customers Laugh” marketing strategy can be a powerful marketing tool, but it needs to be used intelligently. Brands must understand their target audience and know who they are trying to reach. What kind of humor do they appreciate? Does the humor align with the brand personality? All these answers help in the careful and successful execution of this marketing strategy.