SNITCH joins Zakir Khan’s “Papa Yaar” as title sponsor
CE DESK 
SNITCH has joined Zakir Khan’s “Papa Yaar” as the title sponsor, adding a fashion brand to one of the comedian’s most personal live shows. The partnership ties SNITCH to a storytelling-led experience that celebrates the father-child relationship, giving the brand a warmer cultural context than a typical performance sponsorship.
“Papa Yaar” is being staged as a limited Mumbai residency at Dome, SVP Stadium, with multiple shows lined up as part of Zakir Khan’s return to live storytelling before a break. SNITCH’s involvement gives the event a strong consumer-facing partner and helps the brand connect with audiences that already follow youth culture, comedy and contemporary lifestyle.
The association also makes sense for SNITCH’s positioning. The brand has built its identity around modern men’s fashion and has previously used celebrity tie-ups to reach younger consumers. Sponsoring a show like “Papa Yaar” allows it to move beyond product promotion and participate in a conversation about identity, family and emotion, themes that resonate strongly with urban audiences.
Chetan Siyal, chief marketing officer, SNITCH, said, “The partnership reflects SNITCH’s commitment to creating cultural moments that go beyond fashion and resonate with audiences on a deeper level. By bringing fathers and children together through shared experiences, the brand aims to celebrate the everyday heroes who have quietly shaped generations through their guidance, support, and unwavering presence.”
The campaign around the show also includes fan engagement activity, including social prompts encouraging people to share then-vs-now photos of their dads for a chance to win tickets. That kind of participation-led marketing helps the sponsorship travel beyond the venue and into social media, where the emotional hook of the event can be shared more widely.
For Zakir Khan, the sponsor partnership adds commercial support to a show that already carries strong fan anticipation. For SNITCH, it is a chance to connect the brand with storytelling, sentiment and a broader cultural moment, all while staying close to its target audience.
