We created a full-blown internet (month-long) moment to launch Dupahiya — tapping into nostalgia, iconic faces and moments from pop culture, and character-centred chaos to get everyone talking about Prime Video’s new rural crime comedy. The result? Millions of views, relentless engagement, and content built to be shared—Dupahiya showed the power of platform-native creativity and what it means to lead with a social-first mindset.
Challenge
Prime Video was gearing up to launch Dupahiya, an offbeat comedy about a stolen bike in a sleepy village—an unconventional premise in a landscape dominated by high-drama and high-gloss content. We were tasked to create a pre-launch and launch social-first campaign to make Dupahaiya stand out, generate buzz and drive viewership for one of Prime Video's biggest releases of the year.
Approach
We knew we had to spark intrigue, create cultural traction, and introduce audiences to a cast of quirky characters… all before the first episode dropped. And we had to do it all on social.
Across a month-long campaign, we leaned into Dupahiya’s zany, internet-native spirit to meet audiences where they scroll—through content that felt as unpolished, unexpected, and unapologetic as the show itself.
In the pre-launch phase, we dropped a sensationalised news bulletin from iconic crime anchor Srivardhan Trivedi to set the tone. That was followed by a 90s-style wedding invite and an iconic Roadies spoof featuring the show’s cast. Leading up to the launch, one of the show's leading actors took over social with in-character cringe reels, feeding fans a steady stream of chaotic content.
Post-launch, we kept up momentum with even more inventive touchpoints: a Panchayat crossover, an auto-tuned duet and a spoof podcast featuring Bollywood greats Neena Gupta and Renuka, and a street-level prank where a character begged strangers to return his stolen bike. Every piece of content lived in the world of the show and played into internet culture—building familiarity, sparking conversation, and keeping audiences hooked across all phases.
Results
We didn’t just promote the show—we created a viral ecosystem around it that kept people watching, laughing, and sharing for over a month. Our platform-native content drove talkability, character recognition, and fandom, with multiple reels racking up millions of views. By embedding Dupahiya’s humour into everyday internet formats we reached Gen Z and millennial audiences in the language they speak: chaotic, cringe-worthy, and culturally in tune. Creating engaging, multi-phase content across different touchpoints over the course of a month is no mean feat—but Dupahiya made it look effortless.
