The internet’s favorite bald troublemaker, Ganji Chudail is back in full glam mode, thanks to a killer partnership with the renowned beauty brand, Nykaa. Known for her bold and unconventional style, Ganji Chudail is ditching the ganji vibes for something way more fabulous. With Nykaa by her side, she’s embracing a whole new level of style, and we are loving it! Curious about her transformation? Let’s explore a journey where Ganji (baldness) takes a backseat, and glam steals the spotlight!
Who is Ganji Chudail?
For the ones who are unaware of the meme menace, Ganji Chudail (Bald Witch) is a fictional character, created by a content group Majedar Kahani. She is portrayed as a funny character with a bald head who can fly and loves to play tricks, especially when it comes to ‘stealing snacks‘.
The character has become a cultural phenomenon, especially among Indian viewers, who often relate her to various memes & social media trends. Did you know? Her bald appearance has also drawn comparison to Doja Cat‘s recent bald look, potentially 10x-ing her visibility online. Talking about the social media trend, she also collaborated with Netflix earlier this year for the Murder Mubarak, featuring Pankaj Tripathi, Sara Ali Khan, Vijay Varma, & Karisma Kapoor among others.
Also Read: Savour The Experience At Zomato Dining Carnival With Creators!
What’s The Collaboration About?
The animated ad film featuring Ganji Chudail follows the narrative where she tries to win an “alpha male” Birju’s heart, but gets rejected due to her baldness. Being all sad and jealous, she plans to take revenge through violence but then “Nykaa babe” enters the chat. She highlights the three-step hair care process, which regains GC’s hair and confidence giving her the main character vibes.
The ad has caught the eyes of every viewer due to its extremely creative direction and storytelling in an attempt to engage with the audience. Nykaa released the ad in collaboration with Majedar Kahani on September 23, Monday. While it’s not normal for brands to leverage meme content to market their product, Nykaa did gain the numbers and attention they aspired to.
Industry Expert’s View
As per reports by Exchange4media, “Though this might get Nykaa the numbers, this trend is deemed to be one of those videos that can be ‘Internet’s Palette Cleanser.’ The internet is on a curve where anything atypical is appreciated & made viral in comparison to the campaigns that actually are deep and meaningful.
For instance, the difference between Cannes this year and the previous year, the celebration content was completely different. This year is all about weird collaborations and things you never thought would happen, but here we are witnessing it all.”
Additionally, Samit Sinha, Founder & Managing Partner of Alchemist Brand Consulting said, “In a digital world, essentially it’s content. You have to understand and see this ad in the spirit of how the audience will see this. The ad is definitely unexpected as it uses a format that makes it a little engaging.
Ultimately, people will remember Nykaa & I think that was the whole intention. Despite the collaboration being uncanny, the comic book format is not just relevant for children but for people across ages too.”
On the contrary, one of the industry experts calls out the other side of the coin. Abhijeet Kumar, Senior Associate of Brand Marketing at Loco, said, “Talking about this campaign, one word comes to my mind, Miracle! In every story around the world about divine intervention, there’s always a miracle. But what is a miracle? It’s when God breaks the rules of the physical world that they created themself to prove their existence. In other words, they go off-brand.
Similarly, when a brand steps out of its usual character to do something surprising, it’s akin to a miracle in the marketing world. This off-brand action can captivate audiences & reaffirm the brand’s strength & presence. By occasionally breaking the mold, brands can generate buzz, and even go viral.“
What Do We Think?
Brands like Nykaa are getting smart with how they tap into meme culture, and it’s honestly a genius move. Memers like Ganji Chudail, who have generated a huge following, bring in that relatable, everyday humour that instantly connects with people. When Nykaa partners with someone like her, it’s not just about selling products anymore—it’s about being part of the conversation in a fun, natural way.
Memers keep things light and real, which is what younger audiences love. This blend of humour and influence feels less like an ad & more like something you would genuinely laugh at and share with friends. It’s a win-win for both sides: the brand gets more visibility, and memers amp up their presence on social media while keeping their quirky style intact.
