Bollywood has never been short of hype machines. A new film or show launches every other Friday, with a truckload of posters, teasers, and PR stunts. But every so often, a campaign comes along that doesn’t just promote content — it turns the release into an event. Aryan Khan’s debut series, Ba***ds of Bollywood, falls in that category.
The show’s marketing wasn’t a campaign, it was an ecosystem. It blurred lines between brand collaborations, digital platforms, and live events, making the buzz impossible to ignore.
From tie-ups with boAt, Airtel, D’YAVOL, and Google Pay, to hijacking India’s favourite pastime, cricket, and flying in a sea of influencers for an exclusive premiere — the Ba***ds team tried to grab attention everywhere.
Overall, it did a “fantastic job of manufacturing public consent” with its marketing blitz, said publicist Dale Bhagwagar. The trick, he added, is to do just enough for the manufactured hype to take on an organic life of its own.
“Bads of Bollywood, much like Saiyaara, understood exactly when to pull back. You push and control the narrative only until it tips into becoming organic. Once that happens, you ease off,” explained Bhagwagar, who has handled PR for Shah Rukh Khan’s Don.
But every hyper-aggressive campaign does not succeed like Ba***ds of Bollywood or Saiyaara. It’s also possible to “end up with a Veer Pahariya,” he said—referring to former Maharashtra CM Sushilkumar Shinde’s grandson, whose debut film Sky Force underperformed despite relentless hype.
“Sky Force wasn’t a bad film, but Veer Pahariya’s over-the-top PR and marketing backfired. The campaign boomeranged, and the film had to pay the price,” he added.
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Sounding off each other
In today’s crowded entertainment market, content alone isn’t enough. Building anticipation requires cultural surround sound — and boAt provided just that for Ba***ds of Bollywood.
“Partnering with Netflix and Red Chillies Entertainment for Ba***ds of Bollywood felt like a natural fit. The show’s bold, witty, and unapologetic storytelling resonates strongly with boAt’s own personality — fun, fearless, and rooted in pop culture,” said Vedansh Kumar, head of brand marketing, boAt.
“It gave us the opportunity not just to showcase our products but to co-create something engaging with the cast, bringing the show’s energy into our world.”
The audio brand earned a placement in the show, along with others such as Mother Dairy, Evocus Black Water, Senco Gold & Diamonds, and Coca-Cola.
A week after the release, boAt launched an ad-film for its new PartyPal 700 Speaker, featuring B***ads stars such as Lakshya Lalwani, Bobby Deol, Anya Singh, and Mona Singh trading insults while grooving to beats. The tagline was: “Speaker itna loud, sab bolna allowed”—A speaker so loud, anything can be said.
“The timing of the campaign was equally important,” Kumar added. “Launching just as viewers were discovering the series allowed us to build on the buzz organically. For us, this collaboration was the perfect way to celebrate Bollywood in a way that felt authentic, entertaining, and true to boAt.”
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Airtel to Asia Cup
The Ba***ds promos seemed to have tentacles. Beyond a trailer that drew 56 million views and a billboard in New York’s Times Square, they reached everywhere from telecom campaigns to cricket matches.
The show teamed up with Airtel to talk about slow internet under the campaign “don’t compromise on net and Netflix,” which clocked 4.5 million views within a week.
Members of star cast – Bobby Deol and Raghav Juyal — also appeared during the recent Asia Cup match between India and Bangladesh, at the Dubai International Cricket Stadium. After the usual match talk, they nudged anchor Sanjana Ganesan to repeat a line from the film: Aapki duniya ek taraf, mera Bumrah ek taraf.
“When handled tactfully, brand integrations can enhance a story rather than feel intrusive,” said Priyanka Chandra, publicist and founder of Mulberry Media.
“Bads of Bollywood stood out because its collaborations felt intentional, almost an extension of the show’s world, which is a refreshing change from the traditional ‘logo placement’ or awkwardly staged product shots we’ve often seen in Indian content.”
For Chandra, the larger takeaway is that marketing is no longer just about amplification. It’s about creating a cultural moment. Ba***ds of Bollywood used collaborations not just for visibility but to deepen the conversation around the show — a “more evolved approach,” as she put it.
“It shows us that commercial partnerships don’t have to dilute creativity: if handled thoughtfully, they can become a creative force in themselves,” she added.
Communication strategist Aishwarya Badan argued the campaign didn’t exactly break new ground but acknowledged its effectiveness.
“It just shows that you don’t always need something new. Sometimes it’s about doing the basics really well,” she said. “This campaign leaned into India’s love for Bollywood, and the integration felt so natural it became part of the story. The built-up hype actually delivered on consumer expectations, which doesn’t always happen.”
Views are personal.
(Edited by Asavari Singh)