The Latest episode of the new season of The Indias Got Latent that aired on 20 June, 2026. It featured several well-known sponsors including Flipkart Minutes, AI Nova, District by Zomato, Wild Stone, Samsung, and later even collaborations involving Netflix. Yet, ask viewers to recall a brand associated with the show, and one name consistently stands out—Snitch. The Bengaluru-based men’s fashion brand didn’t stand out in the show through flashy advertisements or repeated commercials. Instead, it became a natural part of the content itself, proving that in today’s creator economy, subtle visibility often creates stronger brand recall than aggressive marketing.
Author: Tavisha Kanodia | EQMint
There is only one aim that every successful sponsorship must achieve, and this aim is making people recall the brand even when the content is no longer around. The uniqueness of the Snitch’s strategy lied in the understanding of the audience. In fact, India’s Got Latent mainly consists of the young and urban generation that is the exact target of the Snitch brand. Unlike most other brands, which used standard methods to attract viewers’ attention (for example, traditional advertisement), Snitch decided to integrate the clothing line into the video content.
Thus, the host of the video, Samay Raina, and its creator, Pulkit Kochar, constantly wore the Snitch’s clothes while filming, which means that the Snitch brand became a part of the show instead of being just a regular advertisement. At the same time, other sponsors, such as Flipkart Minutes, AI Nova, District, Wild Stone, and Samsung had dedicated segments or integrations on the channel. Even Netflix took advantage of the popularity of the program and made some promotional collaborations with its creators.
From a business point of view, this is the ideal example of contextual marketing. People have started avoiding traditional advertisements in large numbers, but they still stay engaged with people they follow and trust. Snitch understood the power of relevance when it comes to buying things, and that traditional advertisements do not work anymore. Instead of interrupting content, Snitch integrated itself with the creators, thereby turning a simple sponsorship into a branding activity. The takeaway for startups and direct to consumer businesses is huge – success does not depend on who has the best advertisement budget, but who shows up in the relevant conversations at the right time and right place. In the age of the creator economy, visibility gets the eyes – but relevance creates brands.
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Disclaimer: This article is not an investment advice and is for educational purpose only.
