Humour Sells: How India's Meme Economy is Disrupting Digital Brand Strategy for Gen Z and Millennials

In a world where attention spans are measured in seconds, brands are ditching billboards and banners for punchlines and pop culture. This study examines how meme marketing in India has transformed from a fringe social media trend into a strategic branding powerhouse—particularly among Gen Z and Millennials. Anchored in theoretical models like AIDA, Elaboration Likelihood Model (ELM), and Brand Personality Framework, the paper presents a qualitative analysis of over 100 meme campaigns from brands such as Zomato, Netflix India, Fevicol, and Amul.