Swiggy Dineout’s newest campaign declares we’re living through the “Ravissance” – a cheeky nod to actor-turned-parliamentarian Ravi Kishan’s unlikely reign as one of the internet’s most quotable personalities. In the film, Kishan plays a modern-day philosopher-king, dispensing his trademark brand of dramatic wisdom on life, society and, eventually, food – all wrapped in the memes and mannerisms that made him a viral fixture over the past few months.

Link: https://www.instagram.com/reel/DdRJRxtgyeD/?utm_source=ig_web_copy_link&stkn=MzRlODBiNWFlZA==

That virality didn’t start on a red carpet. It began on Instagram Reels, YouTube Shorts and meme pages, where Kishan’s unfiltered delivery and offbeat one-liners turned him into a recurring internet character rather than a conventional celebrity endorser – and a near-guarantee of engagement for younger audiences.

Brands noticed fast. boAt was among the first movers, tapping Kishan for its Crest AI campaign (built on Google Gemini) by riffing on his viral “Naam ya Daam” line from a podcast appearance with Raj Shamani. The brand spun up a new catchphrase, “Intelligence follows my brother,” directly echoing his internet-famous “Money follows my brother.”

Link: https://www.instagram.com/reel/DdN0np5Nutw/?utm_source=ig_web_copy_link&stkn=MzRlODBiNWFlZA==

The pattern across these campaigns marks a real shift in celebrity marketing: instead of bending internet personalities to fit brand scripts, brands are now bending their scripts to fit internet culture.

Swiggy Dineout pushes this furthest. Rather than borrowing a single catchphrase or meme format, it builds an entire fictional universe around Kishan’s persona – making him not just the face of the campaign, but its entire cultural premise.