Khaby Lame and brand collabs- a match made in heaven?

Meet Khaby Lame – The Senegalese TikToker who took over the social verse without saying a word.

Khaby Lame (Khanbane Lame), an Instagram influencer and content creator, boasts of a following of almost 70M on Instagram and has an inescapable presence on social media. So far we all are very much aware of him being a viral sensation known for busting myths of complicated “life hack” videos.

But here’s the back story. A factory worker in Chivasso, who lost his job in the early days of a pandemic is now the second most followed TikToker in the world. Lame’s videos mostly constituted of Italian subtitles in the early days. However, the videos that actually got him recognition worldwide were his silent videos with no words and subtitles – just Khaby and his sarcastic expressions.

Cut to his India-centric fame. This young man has also collaborated with the Indian fantasy game that is Dream11 for an advertising video, which got Indian fans very excited. His sarcasm and comedy skits have always been catching a lot of attention from Indian fans.

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The Dream11 campaign featuring Khaby also features popular content creator Viraj Ghelani. As a result of his rising popularity, Lame is garnering a lot of attention online and also quality brand collaborations. The most recent one is Hugo Boss.

Lame will be seen alongside various stars like Hailey Bieber, Kendall Jenner, and other international celebrities. The brand’s campaign #BeYourOwnBoss having the fame of all the global stars is a record-breaker, having around 4 billion impressions.

In another instance, Meta joined hands with the digital celebrity and rolled out a promotional video for the metaverse.

It was published on the Twitter account for Meta captioning, “ No one makes jumping around the metaverse look easier than @KhabyLame”, which also got more than 2 million views.

From busting myths of ingenious videos to signing a multiyear deal with Hugo Boss – Khaby Lame’s journey has been one of a kind.

With inputs from Sarika Tiwari.

Sneha Yadav

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