Skip to content
Mumbai----Let’s talk
← All work

Amazon MX Player: Bhay

Show launchAmazon MX Player

Watch

From the campaign

  • "Most mysterious case of India."
  • Delhi alert: "Horror video by passenger forces auto driver to stop on isolated road."
  • Divay Agarwal: "Dekha ki paranormal ki."
  • Instagram insights on one post: 23,347,814 accounts reached, 95.6% of them non-followers.
  • "officialraveenatandon started following you from your reel."
  • The @gauravtiwari.ips profile.

Seven creators, one meme-first brief: a horror show became a mystery the internet solved together.

Context

Bhay – The Gaurav Tiwari Mystery is a paranormal thriller on Amazon MX Player, based on the real story of India's first paranormal investigator. The goal was to position it as a must-watch mystery and drive curiosity, conversation and platform traffic at launch.

What we did

  1. Creator- and meme-first strategy. Onboarded 7+ creators across comedy, mystery and pop culture to spark theories and discussion.
  2. A meme-led narrative. Made paranormal intrigue shareable and relatable for digital audiences.
  3. Organic UGC. Seeded content through owned pages, driving 20+ organic UGC pieces and audience theory posts.
  4. A community-driven mystery. Positioned the show as an ongoing mystery to decode together, not a one-time release.
  5. Conversation triggers. Formats that invited speculation, reactions and discussion, turning viewers into participants.
  6. Organic cultural amplification. Major digital voices and pop-culture pages picked it up, extending reach beyond paid promotion.
  7. Social-first discovery. The right mix of comedy, curiosity and storytelling kept the show in feeds every day.

The takeaway

The launch moved beyond promotion into a genuine social conversation — proof that creator-first marketing can take streaming content into mainstream culture.