Actor Arjun Kapoor may be the subject of widespread memes, but hydration brand Arth Electrolytes is turning the trend to its advantage. In its latest campaign, launched by Emcure Pharmaceuticals, Kapoor stars in a tongue-in-cheek ad that coincides with a viral meme storm surrounding him.
The meme in question stems from a 2017 promotional event for Half Girlfriend, where Kapoor jokingly responded to a reporter’s enthusiastic remark with a mock-serious stare. That moment, largely forgotten, recently resurfaced online-with users adding the now-famous audio, “Ho underworld jikra yaaran ke naam ka”, turning it into a viral meme template.
From Instagram reels to AI-generated parodies, the meme exploded across social media. Rather than distance from it, Kapoor leans into the moment-appearing in an Arth Electrolytes ad that begins not with a brand pitch, but a lighthearted recap of his film career (Ishaqzaade, Gunday, Half Girlfriend), before introducing the product.
https://www.instagram.com/reel/DNSTNaYp4P0/?utm_source=ig_embed&utm_campaign=loading
The spot feels less like a conventional commercial and more like a playful nod to fans, using Kapoor’s personality and timing to deliver the message. The product itself-a hydration drink infused with electrolytes and L-glutamine-is part of Emcure’s broader wellness range. While Kapoor headlines this ad, Vidya Balan remains the face of Arth Supplements, supporting women’s health.
As with Alia Bhatt’s quiz moment or Ananya Panday’s “struggle” comment, Kapoor’s viral clip proves once again how old videos can shape new narratives-especially when meme culture meets marketing.
Kapoor has since turned off comments on Instagram-proof the internet is watching.
