For years, sectors such as finance, insurance, and government services have been associated with formal communication, lengthy announcements, and corporate jargon. Yet, a growing number of organisations are proving that even the most serious industries can build engaging digital personalities.
From witty one-liners and trend-driven content to meme marketing and real-time audience interactions, these brands are rewriting the rules of corporate communication on social media.
The shift reflects a broader change in consumer expectations.
Audiences today do not just follow brands for product updates or official announcements.
They expect entertainment, authenticity, and a distinct voice. As a result, companies and institutions operating in traditionally conservative sectors are embracing humour, pop culture references, and relatable storytelling to stand out in crowded social feeds while remaining relevant to younger digital audiences.
Whether it is simplifying personal finance through creative content, turning public service messages into viral posts, or making political communication more conversational, these organisations have demonstrated that a serious business does not require a serious social media presence
Here are the brands and institutions that have become some of the most engaging voices on the internet.
Financial Services & Fintech
1. CRED
CRED has emerged as one of the most distinctive brands in India’s fintech sector by using humor and celebrity-driven storytelling to make a traditionally serious category more engaging. Its IPL 2020 campaign, ‘Not Everyone Gets It’, featured Anil Kapoor, Madhuri Dixit, and Bappi Lahiri auditioning for a CRED advertisement, only to be humorously rejected.
The campaign became a talking point online while reinforcing the brand’s exclusive positioning.
The brand continued this strategy with memorable campaigns featuring Rahul Dravid as the viral ‘Indiranagar Ka Gunda’, Jackie Shroff performing Zumba, and Kapil Dev embracing Ranveer Singh-inspired fashion.
By placing familiar personalities in unexpected situations, CRED generated widespread social media engagement and established a playful brand identity that stands apart in the financial services sector.
2. GROWW
While Groww is known for its educational content that explains investing concepts, market trends, IPOs, and personal finance topics, the brand also takes a lighter approach on social media. Alongside its informational videos, Groww frequently uses memes and trending formats to engage audiences around current market events and investor behaviour.
Its meme-based content often reflects real-time market sentiment.
Posts around ‘Regretting not selling earlier’, ‘reactions to a sharp Nifty 50 decline’, or ‘bears watching bulls during a market crash’ tap into emotions that many investors can relate to.
By balancing educational content with humor-driven social media marketing.
Groww has built a digital presence that is both informative and engaging.
View this post on Instagram
View this post on Instagram
View this post on Instagram
3. Slice
Slice has positioned itself as a fintech brand that speaks the language of its young audience.
Instead of adopting the formal tone often associated with banking and financial services, the company uses humour, AI-generated reels, witty captions, and relatable everyday situations across its social media channels.
Much of its content centers on spending habits, payday blues, online shopping temptations, and the small financial struggles that resonate with Gen Z and millennials.
The brand’s social media strategy focuses less on product features and more on creating shareable content that feels native to internet culture. This approach has helped the brand stand out in a sector typically dominated by formal, product-centric communication.
View this post on Instagram
4. Policybazaar
Policybazaar has used humour and pop culture to make insurance-related conversations more engaging. Its campaigns often simplify complex insurance decisions through memorable characters and comedic storytelling. Recent examples include the ‘Zebra vs. Gadha’ campaign and Kapil Sharma’s ‘Ullu Thullu’ series, both of which encouraged consumers to compare insurance plans before purchasing.
The brand has also adopted unconventional approaches through campaigns featuring Bollywood Actor Akshay Kumar and the popular ‘Yamraj 2.0’ series. By combining humour with consumer awareness, Policybazaar has developed a distinctive marketing style in a sector traditionally dominated by formal, information-heavy communication.
View this post on Instagram
View this post on Instagram
Public Service Agencies
5. Delhi Police
Most police departments are known for issuing advisories and official notices. Delhi Police, however, has earned a reputation for dropping some of the internet’s most unexpected memes.
From traffic safety reminders wrapped in Bollywood references to cybercrime warnings inspired by trending social media conversations, the department has mastered the art of making public service announcements scroll-stopping.
Whether it is joining cricket banter, responding to users with witty comebacks, or turning relationship jokes into lessons on online safety, Delhi Police has consistently shown that awareness campaigns do not have to be boring.
View this post on Instagram
Sir, we can help you find her (only if she ever goes missing).
Tip: If you are a ‘signal’, we hope you stay green, not red. https://t.co/3wHDwGxlEl
— Delhi Police (@DelhiPolice) May 31, 2024
Delhi Police’s latest letter to the people of Delhi.#BRIDGERTON#RoadSafety pic.twitter.com/hfB8jEPzYX
— Delhi Police (@DelhiPolice) June 20, 2024
Nobody will remember:
-what car/bike you drive
-your top speed
-how ‘heavy driver’ you arePeople will remember:
Left indicator dekar, right turn le liya
— Delhi Police (@DelhiPolice) August 22, 2024
6. Mumbai Police
Mumbai Police has long been regarded as one of the pioneers of witty government communication on social media. Instead of relying solely on official advisories, the department regularly uses memes, movie references, song lyrics, and clever wordplay to deliver messages around public safety, cybercrime, and law enforcement.
From adapting popular Bollywood dialogues to creating humorous takes on internet trends, the account has consistently found ways to make awareness campaigns more engaging.
Its social media team is also known for quick-witted responses during major cultural moments. Whether it is exchanging cricket banter with sports teams and other police departments or creating memorable posts such as a ‘playlist’ for criminals and humorous cyber safety warnings,
Mumbai Police has shown that public service communication can be both informative and entertaining.
Drugs create only super zeroes not heroes #DrugsIsNotTheAnswer pic.twitter.com/OZlztSIG77
— मुंबई पोलीस Mumbai Police (@MumbaiPolice) April 16, 2017
Be a sport, promise not to snort #DrugsIsNotTheAnswer pic.twitter.com/TrbfsHeJFe
— मुंबई पोलीस Mumbai Police (@MumbaiPolice) April 12, 2017
It’s still #aprilfoolsday for miscreants who believe they can stay out of our reach eternally ! #BeSmartNotAFool pic.twitter.com/F6xlNQRNYm
— मुंबई पोलीस Mumbai Police (@MumbaiPolice) April 2, 2017
Spot the wolf in your herd of software, the biggest drawback to your privacy & security can be the malware #StayFraudProof pic.twitter.com/H1NLIAv3dV
— मुंबई पोलीस Mumbai Police (@MumbaiPolice) March 20, 2017
