Bengaluru-based fashion brand Snitch has unveiled a new ad film that humorously parodies the iconic Bollywood film Go Goa Gone. The ad features a Saif Ali Khan lookalike in a recreated, lighthearted version of one of the film’s most memorable scenes, adding a playful twist focused on fashion and brand authenticity.
Inspired by the original scene where Anand Tiwari’s character asks Saif Ali Khan, “Are you Russian?”—prompting Khan’s bewildered response, “Why?”—Snitch cleverly reimagines the moment, blending humor with a nod to their brand’s identity. The spoof highlights Snitch’s playful approach to fashion while tapping into the film’s cult following.
In the spoof, the stakes are hilariously reimagined. Instead of questioning nationality, the conversation revolves around fashion: “Your jacket looks clean, but is it original?”
The Saif Ali Khan lookalike sheepishly confesses he bought the jacket from Delhi’s Palika Bazaar, a well-known underground market for knock-offs, and laments the downside of wearing imitations. The ad takes a playful swipe at popular brand Super Dry, before the hero’s friend swoops in with the perfect fix: Snitch, the brand that nails the sweet spot between style and affordability. The film cleverly wraps up with a fun nod to Saif Ali Khan’s iconic “Wow” moment from Go Goa Gone.
True to the tone of the original film, Snitch’s ad isn’t afraid to throw in some bold language, adding authenticity and edge to its humor. While most brands stick to safe messaging, Snitch fully embraces its playful, daring vibe.
The advertisement was conceptualized by BeenThereDoneThat (BTDT), a market consulting company, and launched as Snitch continues its rapid expansion.
Recently, the brand opened its 25th store in Dehradun, following previous launches in cities such as Pune, Ahmedabad, Indore, Surat, and Mumbai. Founded in 2019 by Siddharth R. Dungarwal, Snitch gained widespread recognition after its appearance on Shark Tank India Season 2, where it secured ₹1.5 crore in funding from all the Sharks.
In FY 2023, Snitch’s revenue soared to ₹120 crore, marking an impressive 250% growth over the previous year. The brand is on track to double its sales in FY 2024, with projections of crossing ₹250 crore as it continues expanding across India. Approximately 80% of Snitch’s operating revenue comes from its men’s apparel segment, solidifying its presence in the fashion industry.