Stand-up comics turning to signature formats for reach

Brands are now increasingly sponsoring these shows for recall and visibility, giving creators creative freedom

- Pratishtha Bagai

From solo specials to talk-show spoofs and quirky game formats, stand-up comics are in a new race to create signature shows that grab audience attention, stand out in a crowded content space, and tap into the booming comedy scene.

Whether it is Madhur Virli's stand-up comedy talent hunt Madhur Model, Vivek Samtani's blind-date guessing show Andha Pyaar, or Gaurav Kapoor's lie-detection game Lie Hard, intellectual property (IP)-driven formats are racking up millions of views on YouTube.

Industry watchers said while comedians and comic collectives have been experimenting with different formats for years, sudden popularity and controversies following India's Got Latent and the first season of Pretty Good Roast Show in 2024 sparked a fresh wave of format-driven comedy in India this year.

"Rather than fading after an initial run, the buzz around the shows has set the template other comics are eager to create more and ride a wave," Harman Preet Singh, founder of comedy production house HAK Ventures, said.

The show is popularly known as Underground Comedy Club. "Controversy became currency."