Jester or outlaw, brands have always believed that the way to the consumers' hearts is through bellicose laughter. It begs to ask: What does India find funny?
The science of humour reveals a lot about why we find some things funny and not others. Studies show that people are 30 times more likely to laugh in the presence of others than alone. Which is why videos with canned laughter trigger a higher laugh response than ones without a laugh track. It seems, more than a joke, what it takes to make someone laugh, is company to laugh with.