Saif Ali Khan Turns Viral Ghee Prize Into Brand Endorsement

Actor Saif Ali Khan has transformed a viral television moment into his first commercial partnership on Instagram, securing a brand deal for the two-year supply of Govardhan Ghee he was promised on Kaun Banega Crorepati.

The Origin

In late September, Saif appeared alongside Akshay Kumar on Amitabh Bachchan's quiz show to promote their film Haiwaan, directed by Priyadarshan. After answering the first nine questions without using a lifeline and with a 45-second limit per question, Bachchan announced that the tenth correct answer would earn them a two-year supply of the dairy product. Saif's visibly excited reaction, marked by an exclamation of delight and the word daanedaar, quickly turned into a widely shared internet meme, with co-star Akshay Kumar laughing at his response. Last week, while appearing on The Great Indian Kapil Show with his wife, Kareena Kapoor Khan, Saif jokingly complained to host Kapil Sharma that he had still not received the promised goods.

The Brand Deal

Barely two weeks after making his Instagram debut on October 11, the actor posted a promotional video that gained over 5.1 million views. In a mock Instagram Live session within the advertisement, Saif initially told viewers he would not discuss the dairy product, though fans repeatedly teased him about the delivery and whether it prompted his social media entry. During the broadcast, a delivery parcel appeared in the background, and a camera tilt accidentally revealed a room packed with stacked bottles of the brand. According to Hindustan Times - Entertainment, the ad concluded with an irritated Saif telling viewers to leave him alone and check out the offer themselves before ending the broadcast. Sony LIV, which broadcasts Kaun Banega Crorepati, joined the internet jokes by commenting that it was a gauravshali moment.

Context

Game show prize partnerships and brand collaborations have become a common way for celebrities to monetise viral internet moments across social media platforms. Such promotional tie-ins often blend scripted humorous sketches with real-life running jokes to engage digital audiences and drive commercial reach.