CE DESK 
India’s T20 captain Suryakumar Yadav recreates Phir Hera Pheri‘s iconic Kachra Seth in a hilarious ad for House of EM5 perfumes, boosting the D2C brand’s visibility with pop culture nostalgia.
India’s T20I captain Suryakumar Yadav (SKY) has taken social media by storm with a hilarious parody of Phir Hera Pheri‘s memorable Kachra Seth character to promote House of EM5, the Indore-based D2C perfume brand where he recently invested. In the digital-first ad, SKY encounters founder Shashank Chourey playing a roadside perfume vendor, delivering the cult lines – “kadak maal hai,” “dedh sau rupiya dega,” and “mera Samsung ka number le” – with impeccable comic timing.
Founded in 2022 after appearing on Shark Tank India (securing ₹1 Cr from Aman Gupta), EM5 focuses on affordable, non-alcoholic, cruelty-free fragrances for everyday Indian consumers. The brand emphasizes familiar moods over luxury aspirations, positioning scents as confidence boosters in daily routines. SKY’s investment and endorsement mark a strategic partnership beyond typical celebrity ads, leveraging his grounded persona and massive youth following.
The campaign taps SKY’s skyrocketing brand value (up 80-90% since Jan 2025, now ~26 endorsements at ₹2.5 Cr/day) to elevate EM5 from niche DTC to mainstream contender. Shared with Team India teammates who cheered the move, the film blends nostalgia, humor, and authenticity – turning a small brand story into cultural moment.
EM5’s digital rollout across Instagram Reels and YouTube Shorts aims to drive trial among SKY’s digitally native fans, cementing the brand’s play in India’s booming mass-premium fragrance market.
