Gowardhan Ghee has turned Saif Ali Khan’s running ghee joke into an actual brand film, with the actor starring in an ad shared on his newly launched Instagram profile. The campaign comes weeks after Saif repeatedly joked about never receiving the two-year supply of ghee he won on Kaun Banega Crorepati.
The film is structured as an Instagram Live, with Saif trying to move on from the topic while his followers refuse to let him. Fans ask if his supply has arrived, and one quips, “From aura farming to dairy farming.” Then he accidentally turns his camera, exposing hundreds of bottles of Gowardhan Ghee stacked inside his house. He then cuts the live short.
The joke began in September, when Saif and Akshay Kumar appeared on KBC to promote Haiwaan. After Amitabh Bachchan announced the ghee prize, Saif’s reaction, “This is it, this is why I came,” went viral. It followed him to Instagram and Netflix’s The Great Indian Kapil Show, while users tagged Gowardhan, which replied that it could send the ghee if he followed them.
Gowardhan is not the first brand to let the internet write the brief. Britannia’s “Prashant” campaign began when a creator mispronounced “croissant” in 2025. The brand embraced the joke, changed its social identity and launched limited-edition packs, crossing 100 million views per case-study figures. In both cases, the audience made the joke first.
