Prime Video India has redefined OTT marketing with its Gen Z-centric promotional campaign for Call Me Bae, starring Ananya Pandey. The series, produced by Karan Johar’s Dharmatic Entertainment, centers around Bella Chowdhury, aka Bae, and offers a riches-to-rags comedy that captures the essence of self-discovery, fashion, and love. However, beyond the series itself, it’s the marketing that has taken the entertainment industry by storm. With a masterfully crafted campaign that blends digital innovation with traditional advertising, Call Me Bae sets a new benchmark for how OTT content is marketed to younger audiences. In this article, we will explore how the marketing of Call Me Bae has been executed and why it stands out as a model of success.
Strategic Social Media Blitz: The Foundation of Gen Z Engagement
The marketing journey for Call Me Bae began long before the show hit the screen, with a teaser featuring Ananya Pandey in May 2023. Prime Video India, in collaboration with Dharmatic Entertainment, set the stage for a digital-first strategy that perfectly aligned with the series’ vibrant and Gen Z-heavy narrative. Social media platforms became the heart of the campaign, with key moments like the official teaser video featuring Varun Dhawan and Pandey generating early buzz. Their humorous exchange introduced audiences to the playful, quirky tone of the show, ensuring that fans were hooked from the start.
This early engagement on social media was crucial. By focusing on platforms like Instagram, Twitter, and YouTube—key hubs for Gen Z audiences—the marketing team ensured they were speaking directly to their target demographic. The campaign was not just about generating likes and shares; it was about building a community around the series, making viewers feel like they were part of Bae’s world even before the show launched.
Karan Johar’s Influence: Amplifying Buzz with Bollywood Power
To further build anticipation, Prime Video India leveraged the influence of Karan Johar, a giant in the Indian entertainment industry. Johar appeared alongside Ananya Pandey in a special promotional video that provided a personal touch to the campaign. This collaboration wasn’t just about adding star power; it was about creating a narrative around Pandey’s debut in the OTT space. Their playful banter not only promoted the series but also connected with fans on a more intimate level. By featuring Johar in the promotions, Prime Video tapped into his enormous fan base, ensuring Call Me Bae reached an even wider audience.
Johar’s involvement brought credibility to the show while positioning it as a major release in the Indian OTT space. The strategy here was twofold: attract Bollywood enthusiasts with Johar’s influence while simultaneously connecting with younger audiences who see Ananya Pandey as a fresh face in the entertainment industry.
Blurring the Lines Between Digital and Traditional Advertising
One of the standout elements of Call Me Bae’s marketing was its use of OOH (Out of Home) advertising, which complemented the digital strategy. Billboards, metro station takeovers, and city-wide spectacles ensured that the show’s presence was felt everywhere, particularly in Mumbai. The goal was clear: to dominate urban landscapes and generate excitement across key locations. By integrating Call Me Bae’s bold, fashionable essence into physical spaces, the campaign ensured the series stood out in the competitive OTT market.
A particularly memorable moment came when Pandey, along with her co-stars, rode the Mumbai Metro, interacting with commuters. This move created viral moments, further blurring the line between celebrity and the public. In an era where authenticity matters, especially to Gen Z, this casual engagement made the series and its stars more relatable. The metro ride wasn’t just a promotional stunt; it was an immersive, interactive experience that brought fans and stars together in an organic way.
Fashion-Forward Marketing: Turning Wardrobe into Buzz
Call Me Bae didn’t just rely on traditional promotional tactics; it also turned its fashion into a marketing tool. Bae’s wardrobe, crafted by renowned celebrity designer Nancy Tyagi, became an integral part of the promotional strategy. Fashion was more than just a part of the show—it was a central theme that extended beyond the screen.
Social media was flooded with posts showcasing Bae’s iconic looks, with Pandey seamlessly transitioning from a fictional character to a real-life fashion influencer. The fashion-focused marketing worked brilliantly for Gen Z, a demographic that values individuality and self-expression through style. By incorporating the wardrobe into the promotional narrative, Prime Video ensured that fashionistas and trendsetters became invested in the show, creating further buzz both online and offline.
Influencer Collaborations: Harnessing the Power of Gen Z Voices
Influencer marketing was a cornerstone of Call Me Bae’s promotional efforts. Collaborating with popular content creators like Viraj Ghelani, Apoorva aka The Rebel Kid, Karan Sonawane, and others, the series embraced Mumbai’s essence, creating fun, relatable content that resonated with younger audiences. The influencers didn’t just promote the show; they became a part of the narrative, posting videos where Pandey was taught the ins and outs of being a true ‘Mumbaikar.’
This influencer-driven content was authentic, fun, and highly shareable, which is exactly what appeals to Gen Z audiences. Rather than feeling like ads, the posts felt like organic content, blending humor, local culture, and relatable moments. This approach was a masterclass in how to make influencer collaborations feel genuine and engaging rather than forced.
Music as a Marketing Tool: Setting the Soundtrack for Success
Music played a critical role in driving engagement for Call Me Bae. The catchy tracks from the series became instant hits on social media platforms, especially Instagram reels. Before the show had even aired, its music was already a trending topic, ensuring that the buzz around the series remained high. Each song acted as a promotional tool, keeping the energy and excitement alive leading up to and beyond the premiere.
By creating songs that were not only catchy but also connected with the themes of the show, Call Me Bae ensured that its marketing extended to auditory platforms. Music is a powerful medium for engaging younger audiences, and the series capitalized on this, making its tracks an integral part of the promotional strategy.
Interviews and Media Appearances: Building Authenticity and Connection
In addition to social media, influencers, and music, Call Me Bae’s cast participated in a series of interviews that allowed fans to get a deeper understanding of the show’s characters and storyline. Ananya Pandey, Vir Das, and other cast members indulged in candid conversations, providing insights into their roles and the creative process behind the series. These interviews added another layer of authenticity to the campaign, giving viewers a behind-the-scenes look at the making of Call Me Bae.
Conclusion: Redefining OTT Marketing with a Gen Z Focus
Call Me Bae’s marketing campaign set a new standard for OTT content promotion. By blending digital innovation with traditional advertising, leveraging influencer partnerships, embracing fashion and music, and creating immersive experiences, Prime Video India crafted a campaign that was as bold and stylish as the series itself. The result? A marketing strategy that not only generated buzz but redefined how OTT shows can engage with younger audiences.
This campaign proves that the future of entertainment marketing lies in speaking to audiences where they are—on social media, in their cities, and through the mediums they love. Call Me Bae is not just a show; it’s a blueprint for how to make content unmissable in the digital age.
