Netflix: Lock Upp
Watch
"Delhi alert: prisoners spotted in jail uniforms, with handcuffs" On Instagram ↗ (opens in a new tab)
"Prisoners seen in the Mumbai Metro — are they the new contestants?" On Instagram ↗ (opens in a new tab)
"That one Lock Upp pagla friend" On Instagram ↗ (opens in a new tab)
"Lock Upp contestants finally revealed?" On Instagram ↗ (opens in a new tab)
The case study on @kwms.in On Instagram ↗ (opens in a new tab)
From the campaign
The "Lockupdate" audio from @theshowclub_, used in 49K reels.
Picked up by RVCJ: "Lock Upp is India's biggest reality show right now."
Creator narratives, FOMO stunts and Reddit threads kept the show talked about all season long.
The brief
Create sustained internet buzz around Lock Upp and make the show part of the ongoing online conversation — not just at release moments, but for the whole campaign.
Our approach
A multi-layered amplification strategy: creator-led narratives, internet-first stunts, community conversations and platform-specific seeding, so audiences always had a fresh reason to talk about the show.
What we did
- Activated creators to seed and build narratives around the show.
- Developed attention-driving stunts designed to create curiosity and FOMO.
- Used Reddit communities to spark organic-looking conversations and discussion.
- Built several content routes across the internet instead of relying on one amplification format.
- Ran a continuous buzz cycle that moved audiences from discovery → conversation → curiosity → viewership.
The takeaway
We helped turn Lock Upp from a show launch into an internet conversation, using culture, creators and communities to build scale beyond conventional entertainment marketing.