For The Summer I Turned Pretty's premiere in India, our digital-first campaign leveraged the show's iconic love triangle with a humorous hero film ft. Bollywood stars Khushi Kapoor and Vedang Raina, amplified by a strategic social engagement push with 52 influencers. Made by Toaster Content Studio, our production wing.
Challenge
Prime Video's pre-launch social-first campaign of "The Summer I Turned Pretty" in India presented a unique challenge: to generate authentic buzz by leveraging the show's core love triangle.
Our goal was to translate the "Team Jeremiah vs. Team Conrad" fandom debate for a new audience, creating a campaign that felt less like a promotion and more like a cultural conversation. We needed to spark a real, engaging dialogue that would drive tune-in without relying on a traditional advertising push.
Approach
Our campaign was anchored around a unique hero film likened to “the promo that couldn’t be shot,” featuring popular Bollywood actors Khushi Kapoor and Vedang Raina. Directly mirroring the show’s central theme, the stars playfully put their "not so official" relationship on hold to argue over their team allegiances - and disrupt their shoot.
This hero film served as the launchpad for a massive social media amplification effort. We amplified the social chatter and banter with 52 influencers, strategically divided them into two equal groups - each publicly declaring their loyalty to either Team Jeremiah or Team Conrad. This move sparked a spirited debate across platforms, creating widespread engagement and community participation.
The campaign was produced by Toaster Content Studio, our production wing, with Chief Creative Officer Ira G leading the charge as Creative Producer.
Results
The campaign is ongoing. Stay tuned for results!
