Singer and entrepreneur Karan Aujla turned a casual conversation on India’s Got Latent Season 2 into an unexpected branding moment by promoting his beverage brand Zyro during the show’s latest episode.
The moment unfolded while the judging panel was discussing beverages on stage. Aujla, who is also the founder of Zyro, used the opportunity to talk about his own brand, joking that it was “better than Avvatar”, a remark that quickly drew laughter from the panel and audience. The exchange stood out because Avvatar was among the brands integrated into the show’s sponsorship ecosystem, making the comparison an unusual instance of a founder promoting his own venture within a sponsor-backed entertainment format.
Rather than feeling scripted, the interaction came across as spontaneous, adding to its appeal on social media. Clips of the exchange have since circulated across digital platforms, with viewers discussing the crossover between entertainment, entrepreneurship and brand building.
For Aujla, Zyro represents one of his key entrepreneurial ventures beyond music. The beverage brand has been expanding its visibility through digital-first marketing, creator collaborations and event-led activations. His appearance on India’s Got Latent offered another high-visibility touchpoint, albeit in an unscripted setting.
The exchange also illustrates how brand integrations in entertainment are evolving. While sponsor placements are typically planned and controlled, spontaneous founder-led mentions can generate significant online attention because they feel authentic and conversational. In an era where audiences are increasingly sceptical of overt advertising, such moments often outperform conventional promotional formats in terms of engagement.
At the same time, the episode has sparked conversations around the dynamics of sponsorship within entertainment programming. Viewers on social media pointed out the irony of a founder publicly endorsing his own product while appearing on a show featuring another brand integration, making the clip one of the episode’s most talked-about moments.
FAQs
- What happened on India’s Got Latent Season 2 involving Karan Aujla?
During an on-air conversation, Karan Aujla promoted his beverage brand Zyro and jokingly remarked that it was “better than Avvatar,” creating an unexpected marketing moment. - What is Zyro?
Zyro is a beverage brand co-founded by singer and entrepreneur Karan Aujla as part of his expanding business portfolio. - Why did the moment attract attention?
The remark stood out because it came during a sponsor-integrated show, creating an unusual instance of a founder promoting his own brand within a branded entertainment environment. - Was the Zyro promotion part of the show’s official sponsorship?
The exchange appeared to be a spontaneous, on-air conversation rather than a formally announced sponsorship integration for Zyro. - Why is this significant from a marketing perspective?
The incident highlights how celebrity founders are increasingly using authentic, conversational moments to build brand awareness, often generating greater engagement than traditional advertising.
