Ravi Kishan’s viral run shows the promise—and limits—of meme marketing

For RENÉE, the Kishan campaign produced a measurable jump in attention. The company invested approximately ₹600,000 in social media amplification across 107 accounts. It reported 8.26 crore-plus follower reach, 46.2 lakh-plus views and 1.79 lakh-plus engagements. Before the campaign, RENÉE said its content garnered just around 37,000-plus views and 300-plus interactions. Priyank Shah, co-founder of RENÉE Cosmetics, said the collaboration was already being developed when Kishan’s viral moment accelerated, so the focus was on using the momentum rather than significantly changing the core investment.