Every year on April 1st, brands unleash a wave of pranks—some clever, some cringeworthy. But as the internet becomes increasingly skeptical and consumers more discerning, the question arises: Are these stunts still effective? Or are brands just fooling themselves?
In an era of misinformation, April Fools’ Day campaigns walk a thin line between humour and hoax. While some campaigns manage to entertain and engage, others fall flat—or worse, damage brand credibility. We spoke to industry experts to understand why brands still play along, what works, what flops, and whether April Fools’ is still worth the risk in 2025.
The Allure of April 1st: A Moment to Lighten Up
April Fools’ Day gives brands a rare chance to break free from transactional marketing and inject playfulness into their communications. According to Rupesh Kashyap, Founder and CCO at Fireandwaterr, “Brands don’t get to make their audience laugh every day. April Fools’ becomes an opportunity to have fun and connect emotionally.”
Humour, Kashyap explains, releases dopamine—the brain’s pleasure chemical—and helps build deeper bonds with audiences. “When the joke feels relatable, it draws people in even more,” he adds. The key? Making sure the humour fits the brand’s personality and messaging.
When Jokes Turn Into Genius: Winning Examples
Some brands have turned April Fools’ gags into meaningful campaigns—or even real products.
- HYPHEN, for example, teased a fictional collaboration with Mango Bite in 2024 to create a mango-flavoured lip balm. The prank gained unexpected traction online, with consumers asking for the product. Seeing the demand, the brand turned the joke into reality by launching the lip balm in 2025—a perfect blend of wit and responsiveness.
- Manforce Condoms earned laughs and sparked conversations with its “Realgasm Condoms” campaign, claiming these condoms could detect orgasms by changing colour. The prank was humorous, but it also tackled a deeper issue—the orgasm gap—and encouraged dialogue around sexual satisfaction, aligning perfectly with the brand’s identity.
- Another clever activation came from Amazon Prime Video India, which announced a new app feature called “Jaggu Dada Mode.” The campaign featured actor Jackie Shroff dubbing films in his iconic Bhidu style. Though it was revealed as a prank, the campaign triggered a wave of memes and fan reactions, making it a hit on social media.
According to Aditya Jaishankar, Brand Consultant, “April Fools’ is a great opportunity for brands—especially startups—to build a more human connection with their audiences. It’s like playing a harmless prank with a friend—it adds personality and charm.”
When the Joke Goes Too Far
But April Fools’ can be a double-edged sword.
Every year, brands launch fake products or outrageous claims, hoping for viral gold. But when the joke confuses or deceives consumers, it can backfire.
Kashyap points to Ola’s “Solo” autonomous scooter prank, which sparked real confusion before the company had to clarify the joke. “A brand must stay true to its Unique Selling Response,” he warns. “If a prank disrupts that, it’s a misstep.”
Nisha Sampath, Founder and Managing Partner at Bright Angles Consulting, echoes this sentiment. “In today’s digital world, consumers are constantly on guard. From OTP frauds to AI deepfakes, people are being scammed year-round—so they don’t have the patience for misleading brand jokes.”
Indeed, brands are no longer waiting for April 1st to blur the line between real and fake. Some cross ethical boundaries year-round—using fake deaths, deepfakes, and misinformation to spark buzz. The consequences can be serious, especially in sensitive sectors like finance, healthcare, or public services.
Kashyap references the infamous Poonam Pandey “death hoax”, which was staged to raise awareness about cervical cancer. “That’s not a prank—it’s a breach of public trust,” he says.
Sampath adds, “In categories where trust is paramount—like banking or health—brands should steer clear of fake campaigns. Or, if they must, they should loop the audience in on the joke early.”
Does It Build the Brand—or Just Entertain for a Day?
So, is it all worth it?
Kashyap believes a well-executed April Fools’ campaign can start real conversations and deepen audience engagement. Jaishankar agrees: “You may not see immediate ROI, but it strengthens the brand-consumer relationship over time.”
Still, not everyone is convinced.
Vani Gupta Dandia, Founder of CherryPeachPlum Growth Partners, views most April Fools’ campaigns as indulgent exercises for brands and agencies. “They’re fun for the internal team, but they rarely move the needle. They don’t build the brand or drive real business results.”
Another challenge: consistency of tone. Can a serious or formal brand suddenly turn goofy for one day and expect it to land? “If humour isn’t part of your usual brand voice, why adopt it for just 24 hours?” Dandia asks. “It confuses the audience more than it connects.”
In Conclusion: Laugh With, Not At
April Fools’ marketing is a delicate art. When done right, it’s a joyful, creative detour from the everyday. When done wrong, it’s just noise—or worse, a PR nightmare.
The key? Make sure the audience is in on the joke. Don’t mislead, mock, or overhype. Instead, invite your audience to laugh with you—not at you.
As Rupesh Kashyap puts it, “The joke should build the brand—not break the trust.”
