Netflix: The Ba****ds of Bollywood
Watch
The case study on @kwms.in On Instagram ↗ (opens in a new tab)
From the campaign
Samay Raina's "Say No to Cruise" appearance.
KWMS × Netflix sets: Harsh Gujral, Mohit Morani, Prashasti Singh.
Munawar Faruqui on a KWMS × Netflix set.
We owned the nepotism debate instead of dodging it. Comics and crowd reactions did the marketing.
Context
The show marked Aryan Khan's directorial debut, arriving under unavoidable scrutiny about nepotism and legacy. The challenge: cut through the bias, spark curiosity, and get undecided audiences to watch first, judge later.
What we did
- Conversation-led marketing. Owned the nepotism debate instead of avoiding it, and positioned the show as a quality test case rather than a legacy launch.
- Stand-up comedian activations. Worked with leading stand-up comics — Harsh Gujral, Mohit Morani, Prashasti Singh and Munawar Faruqui among them — to turn opinion, crowd banter and humour into honest, discussion-driven entry points.
- Reaction-first storytelling. Led with audience reactions and conversation instead of trailers, making public opinion the main marketing asset.
- Viral moment engineering. Staged offline provocations, including Samay Raina's "Say No to Cruise" appearance, to spark intrigue and online chatter.
Impact
- High conversation volume, driven by debate, humour and curiosity.
- Non-viewers pulled in through FOMO-led discovery.
- Positioned as a discussion-worthy debut, not a star-kid launch.