Shah Rukh Khan is well known for his wit and humour. In his newly released hilarious interview on Barely Speaking With Arnub, the Badshaah of Bollywood has confirmed that a dash of humour can create a significant marketing trend.After Alia Bhatt’s clever video that targeted her ‘lack of intelligence’, SRK is the latest celebrity to resort to spoofing his own work to promote his upcoming film Happy New Year. Popular spoof portal The Viral Fever (TVF) features “Arnub with a U”-a character who impersonates the mannerisms of a famous television journalist-interviewing King Khan and, thus, offering a few hilarious moments to the actor’s fans.During the course of the interview, which has almost instantly grabbed the attention of netizens, SRK admits that his best action role so far has been at Wankhede Stadium where he had an infamous spat with security officials during an IPL match. SRK says it was his best role because he could “openly abuse in front of kids with impressionable minds”.Arnub, in his boisterous style, also questions SRK on the number of awards he has purchased. “Out of the 560 awards that I’ve received, the first 280 have been purchased by me and for the rest, they (the organisers) have been paying me to accept it to make their events look good,” SRK says with a straight face. Amid a volley of gags, Khan also confesses he is trying to revive director Farah Khan’s career with Happy New Year.Bollywood has been the target of jokes for long. The newly visible silver lining is that stars are now mustering up courage to openly laugh at themselves too. Alia Bhatt undoubtedly became a trendsetter with AIB’s runaway hit Alia Bhatt: Genius of the Year depicting the young actress’ journey “from Dolce Gabbana to smart like Shabana”.advertisementTVF founder Arunabh Kumar aims to make Barely Speaking with Arnub a platform to feature more celebrities from various walks of life. “The young breed of celebrities enjoys quirky humour. Shah Rukh and Farah have always been sporting. We had floated a couple of ideas and SRK instantly approved a chat show with Arnub,” said Arunabh who has previously managed to tickle the audience’s funny bones with Gaane Wala Song-a spoof on the song Ishq Wala Love from Karan Johar’s Student Of The Year. Anurag Kashyap and Vikramaditya Motawane have also featured in a TVF video titled ‘Spaceship of Pretentious’.IIT Kharagpur graduate Arunabh brought TVF into prominence with the Qtiyapa series with Rowdies-a spoof on reality TV show Roadies-that started a new trend. The TVF video with Shah Rukh is like homecoming for Arunabh who has earlier worked with Red Chillies Entertainment and assisted Farah on the sets of Om Shanti Om.Arunabh hopes to have more “political incorrectness” with his “guests sitting in an uncomfortable chair”. AIB co-founder Tanmay Bhatt admits that film stars in India outright refuse a parody on themselves. “The audience at large gives them a demigod status which makes them stifflipped,” said Tanmay, who was surprised at the mammoth response Genius of the Year received. The AIB team had also proposed a parody on Dhoom 3 which was, unfortunately, turned down by Yash Raj Films. With comedy going viral, especially online, there has been a rise in edgy humour and some of the smartest brains are in action to create refreshingly funny takes on various aspects of society, including Bollywood.Websites such as The UnReal Times features satirical stories and its growing popularity stresses that tongue-in-cheek humour is being appreciated. Run by IIM Ahmedabad graduates Chepuri Krishna and Karthik Laxman, these articles are their way of inviting attention.THE VIRAL FEVERWHAT: Creates parodies on ‘everything popular’ in IndiaFUN QUOTIENT: Shah Rukh hit the nail on the head in the latest TVF video interview with “Arnub with a U” (a talk show host with a bad attitude) where the Bollywood superstar “did a Wankhede” when he tore off a script and heckled the host for offering him the role of a father. Shah Rukh made it clear that he will “never ever, ever, ever, play a father”. The actor also revealed on the show that he signed Happy New Year to revive director Farah Khan’s career after Tees Maar Khan. SRK’s allnew attempt to promote his upcoming film online became a huge hit, especially among youngsters, and the episode received more than 5,50,580 views within 24 hours of its launch.In the past, TVF Qtiyapa has successfully created a few fake takes on ‘everything popular’ in India, which includes Salman’s Bhai Ho-A 200 crore film, A Bollywood Party Song (feat Yo Yo Party Sing and A Decade-long Soap. A parody on an Indian art house film, which became immensely popular, even featured filmmakers Anurag Kashyap and Vikramaditya Motawane, and actor Ronit Roy.advertisementALL INDIA BAKCHODWHAT: Creates spoof videos on trending topicsFUN QUOTIENT: Alia Bhatt became the most talked-about celebrity in the cyber space after she appeared in the video Genius of the Year. After a faux pas on Koffee with Karan-where she named Prithviraj Chauhan as the President of India-made her a butt of all jokes, the Bollywood newbie decided to join the Dumb Belle Mental Gym to upgrade her mental aptitude, as shown in the video which was widely applauded.Directed by film-maker Shakun Batra, the video featured Alia’s dad and film-maker Mahesh Bhatt, producer Karan Johar and co-actors Arjun Kapoor and Parineeti Chopra who sportingly elevated humour levels in the video. The popular video has received more than 61,97,665 views so far and the brilliant stunt has brightened Alia’s image as a popular youth icon.THE UnREAL TIMESWHAT: Publish fake articles on Bollywood and Hollywood stars, national and international topics.FUN QUOTIENT: More than a dozen writers are involved in giving peculiar twists to anything newsworthy at The UnReal Times. The showbiz section of the website has some wildly-imagined features that take potshots at Bollywood and Hollywood biggies.Recent stories that have become popular are about Arvind Kerjriwal being made India’s official entry to the Oscars, Arnold Schwarzenegger’s plan to start Jayalalithaa’s ‘Amma Unavagam’ in California to sell idlis for $1, Anushka warning Virat to score big or she’ll get a lip-job done again, and Uday Chopra hiring Ravi Shastri to revive his acting career.THE VIGIL IDIOTWHAT: Reviews movies through simple cartoon stripsFUN QUOTIENT: Anything regular is boring for the cartoonist at The Vigil Idiot who makes desperate attempts to find logic in Indian mainstream films, only to witness failure every time. “Stripping the movie that just released” is the mantra that goes behind the cartoon strips which feature Bollywood’s lead casts in a no-frills, stick figure doodles. Cartoonist Sahil Rizwan realised the importance of taking out the “nonsensical bit” from Bollywood films to derive humour and the latest to be reviewed (read spoofed) by him is Bang Bang!SHUDDH DESI ENDINGSWHAT: YouTube channel that creates alternate and quirky endings for Bollywood hitsFUN QUOTIENT: The Shuddh Desi Endings team creates film parody videos by featuring its lead cast in their animated versions. Bored of same old style Bollywood movie endings, the team releases one animated video after another with “zara hatkey endings”. A few freshly imagined funny titles include Gandey (Gundey), Lingam Returns (Singham Returns), Dal Chilka Dal (Bhaag Milkha Bhaag), Bhidupanti (Heropanti), Chu-States (2 States) and Ek Milan (Ek Villian).OH YASHRAJ, LIGHTEN UPThe Internet is filled with movie trailer parodies and a simple search on YouTube will prove just that. However, when the AIB team proposed a parody on Dhoom 3 to the Yash Raj Films (YRF) in November last year, the studio turned it down and alerted their antipiracy cell because in India “studios get grumpy and take these parodies down”.advertisementA month later, AIB came up with a hilarious reply: They dedicated a song to the “Grumpy Old Bollywood” and tried to explain that “imitation is flattery” by asked, “O Yashraaaaj, where’s your sense of humour?” The video went viral within hours, so much so that YRF even tweeted, “Cool stuff. Love the way they have taken our pants off.” But they still said no to the parody.