Appearing on The Kapil Sharma Show, Khan revealed that he is still waiting for the promised two-year ghee supply and the prize cheque.
afaqs! news bureau22 Oct 2026
14:49IST
New Update
When Saif Ali Khan joined Instagram, fans had a rather specific question for him: where was the Gowardhan ghee?
The actor’s social media debut became an occasion for fans to revisit his viral reaction on Kaun Banega Crorepati (KBC), where he had been promised a two-year supply of ghee. The moment had already made its way into meme culture, with Saif’s excitement, co-guest Akshay Kumar’s laughter and the actor’s declaration, “This is it; this is why I came,” becoming the ingredients of a running internet joke.
The joke has since found another audience on Netflix’s The Great Indian Kapil Show. Appearing on the show with wife Kareena Kapoor Khan, Saif was reminded of the fan comment suggesting that winning two years’ worth of ghee had prompted him to join Instagram.
He had a clarification to make.
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“I just want to clear one thing. I haven’t even received the ghee yet,” he joked, before adding, “Even my cheque’s not come.” The exchange gave the internet fresh material, bringing the brand back into conversations weeks after the original KBC episode.
For Gowardhan, a dairy brand from Parag Milk Foods, the episode offers a case study in how a television integration can travel beyond its original broadcast, turning a product mention into a recognisable pop-culture reference.
From ‘danedaar ghee’ to an internet punchline
The original moment came when KBC host Amitabh Bachchan told Saif and Akshay that answering the tenth question correctly would earn them a two-year supply of Gowardhan ghee.
Saif’s response was immediate. He exclaimed, “Wow, what?” and appeared visibly delighted by the offer. When Bachchan repeated the prize, the actor made his priorities clear. Akshay, meanwhile, could not stop laughing.
The appeal lay in the contrast between the celebrity and the prize. Saif’s enthusiasm over something as familiar as ghee, particularly danedaar ghee — prized for its grainy texture — made for an unexpectedly relatable moment. Rather than a carefully delivered brand endorsement, it was the reaction itself that audiences latched on to.
Clips of the exchange circulated online, with users joking that Saif was a “Gen Z born in the wrong era”. The ghee reference then followed him to Instagram, where fans brought up the prize in his comments.
Viewers were not merely sharing a funny celebrity reaction; they were remembering the brand attached to it.
A paid integration gets a second outing on Netflix
The latest revival on The Great Indian Kapil Show extended the moment beyond the original KBC audience. Kapil Sharma read out the Instagram-related comment, while Kareena joined in by teasing her husband. Saif’s complaint about the missing ghee and cheque gave the running joke another chapter.
The conversation also touched on Saif’s unfamiliarity with social media monetisation. When Archana Puran Singh suggested that he could earn through YouTube rather than Instagram, the actor’s surprise prompted another exchange, with Kareena reassuring him that he would learn in time.
For the brand, the larger point is how an integration can acquire a life of its own. KBC provided the initial context, but social media clips, memes and the later Netflix appearance helped sustain the conversation.
Netflix says its service is available in more than 190 countries and regions. That provides a potential international distribution platform for the joke.
There is also a difference between the value of the original placement and the attention generated afterwards. The former is part of a planned brand association; the latter depends on whether audiences find the moment funny enough to share, search for and revisit.
Gowardhan’s long association with KBC
The KBC integration is not an isolated appearance for Gowardhan. Parag Milk Foods has described the brand’s partnership with the show as a four-year association, with the collaboration spanning television and digital platforms.
The partnership fits Gowardhan’s positioning as a dairy brand catering to Indian households, with products including ghee, milk, paneer, curd and butter. Its messaging has traditionally drawn on familiarity, purity, taste and the role of dairy in everyday food and festive occasions.
KBC has provided a setting in which the brand’s product can be incorporated into the programme itself. The prize mechanism gives the product a functional role within the show rather than limiting its presence to a conventional advertisement.
The Koffee with Karan hamper precedent
A similar dynamic played out around Koffee with Karan, where the show’s coveted hamper became a talking point in its own right.
Comedians Tanmay Bhat and Rohan Joshi unboxed the actual hamper in a YouTube vlog published on November 26, 2022. Bhat had won it during his appearance on the seventh season’s finale. The video offered audiences a closer look at the prize beyond the show itself.
The comparison is useful because both examples show how a prize can become an attraction beyond the programme in which it appears. The difference is that the Koffee with Karan hamper was unpacked and showcased, while Gowardhan’s visibility grew from Saif’s reaction and the memes that followed.
NetflixSaif Ali KhanKaun banega crorepatiKareena Kapoor KhanThe Kapil Sharma ShowGowardhan Ghee
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