For a moment, forget fintech meltdowns and edtech reinventions. Ignore quick-commerce platforms racing to deliver dal-rice in 10 minutes and athleisure brands fighting for gym-mirror selfies.
Instead, picture this: cricketer Suryakumar Yadav slipping into the iconic Kachra Seth avatar from the movie ‘Phir Hera Pheri’ for a campaign with House of EM5, a D2C fragrance brand known for solid perfumes, affordable sprays and premium blends. The Instagram reel quickly went viral, clocking 24.5 Mn+ views and about 1.5 Mn likes.
The timing…

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