I hope everyone had a happy Holi! I went on a bit of a hiatus to spend time with my family, but I’m back now, ready to faithfully update you on the various happenings at Humour Me.

The week began with a spirited debate. Arctic Fox’s CEO told us that he wanted to consider signing on Bhuvan Bam, one of India’s most successful YouTubers (12 million subscribers), as the brand ambassador. This led to a long internal discussion. We generally do not believe in using a brand ambassador just for the sake of it, as that does not add any value to a brand; the brand simply uses the influence of the ambassador without there being any true connection between the two.

However, when we looked at Bhuvan Bam’s story, we found that it resonated very strongly with Arctic Fox’s core values – he had a dream and decided to chase it, refusing to take no for an answer. He encountered many obstacles along the way, but never gave up. And his hard work and perseverance paid off.

We realised that there was scope for a true partnership with Bhuvan Bam if we bring his story to the forefront and establish a strong brand connection on an ideological level. This would mean that we wouldn’t be simply using Bhuvan Bam for his influence – signing him on as a brand ambassador would be a strategic move in building the brand Arctic Fox.

So we took a deep breath, and for the first time ever, signed on a brand ambassador for one of our partner brands. We did a photo shoot with him and made a short video introducing him as the brand ambassador.

We were not ready for what happened next.

Our social media posts immediately received a massive amount of traction, with people commenting and sharing the posts on their own social media. We gained over 1500 followers on Instagram in two days, and so many people visited the Arctic Fox website that it crashed!

We were reeling under the impact for days