Mumbai : New-age travel gear brand Urban Jungle is taking an unconventional route to connect with India’s young, mobile consumers—by tapping into the cultural currency of comedy. With a bold focus on humour-led, spontaneous storytelling, the brand is blurring the lines between advertising and entertainment through high-impact collaborations with leading comedians and improv artists.
Most recently, Urban Jungle teamed up with stand-up comedian Samay Raina for a podcast-style Instagram reel that seamlessly integrated the brand’s travel gear into the comic narrative. The campaign aimed to create “ads that don’t feel like ads,” leveraging Raina’s signature style to bring authenticity and relatability to the brand’s positioning.
Extending its humour-first strategy to live events, the brand collaborated with The Mid-Size Improv Show for an evening titled “Unplanned” at Habitat, Khar. The show featured a line-up of improv artists including Neville Bharucha, Tanvika Parlikar, Trisha Kanga, Shantanu Anam, Manik Papneja, Sahir Mehta, Aditya Kashyap, and Tarang Hardikar, where audience participation and brand integrations created a spontaneous, interactive experience in line with Urban Jungle’s identity.
“Our collaboration with Samay Raina has been an incredible success, authentic and bold, just like our products. Our ethos has always been simple: create bags that are refreshingly different from the tired black-and-blue crowd. This campaign isn’t a product commercial; it’s a call to break free from the ordinary and enjoy the journey. Samay doesn’t take the usual route, and neither do we. We’re just getting started, and we’re excited to keep pushing boundaries with a community that loves travel as much as we do,” said Tanisha Jatia, Founder & Brand Lead, Urban Jungle.
Positioning itself at the intersection of travel, culture, and content, Urban Jungle is tapping into the pulse of a generation that values originality, relatability, and experiences over convention. By embedding its brand into everyday humour and unscripted storytelling, the company is not only expanding its cultural footprint but also redefining how lifestyle brands can engage with audiences in more meaningful ways.
