Amid recent India-Pakistan tensions, an Indian Rafale fighter jet—part of a 9 billion USD arms deal—was reportedly downed by a Pakistani J-10C. Capitalizing on the moment, Chinese content creator Brother Hao released a parody of the Indian pop hit Tunak Tunak Tun, reworking it into a catchy track titled The Jet We Just Bought Got Shot Down.
Soon after, Yili’s Ambrosial yogurt partnered with Brother Hao to create a spin-off “yogurt anthem.” In the commercial, Brother Hao and his team appear in stylized South Asian-inspired outfits, dancing to a Bollywood-style routine. The jingle, repeating “Look at my yogurt,” highlights Ambrosial’s product features like popping beads and yellow peach flavor.
This isn’t the first time Yili has quickly jumped on viral moments. When the Paris Olympics revealed a purple running track last year—prompting comparisons from Chinese netizens to Monk Sha’s robe in the classic Journey to the West—Yili brought in Liu Dagang, who played Monk Sha in the series, as its “Paris Fashion Ambassador.”
The latest campaign has drawn both praise and criticism. Supporters say Yili is skilled at reading the internet and using humor to connect with younger audiences, turning attention into brand engagement. Critics argue the campaign risks trivializing serious geopolitical issues and raises concerns about cultural stereotyping. Internally, some marketing professionals see this as a case study in real-time brand responsiveness. Others caution that brands should be careful not to blur the line between edgy and insensitive.
As more companies chase cultural relevance online, striking the right tone becomes increasingly important. Riding the wave of a trend can bring clicks and exposure—but doing so thoughtfully may be what builds lasting trust.
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