Call Me Bae

Release Date : September 2024

Karan
Launches Bae

For our main film, we made Karan Johar literally “launch” star kid and protege Ananya Panday for her web series debut, Call Me Bae. The film reflected the show's humour and used it to own up to Ananya Panday’s star kid status. It was extremely well received with overwhelmingly positive comments.

Challenge

Amazon Prime Video wanted a 360-degree campaign to promote their show Call Me Bae, while also giving the world a glimpse of the titular character Bae.

Campaign Idea

Bae is many things and certainly cannot be described in one word. So we made sure that whenever Bae spoke, the whole world listened.

Bae’s Outdoor

When Bae landed in Bombay, where else would she stay but Bandra? Mounted at a crucial junction which gets high traffic all through the day, the Bandra cluster ads introduced the world to Bae.

Bae takes over WEH

Bae has finally arrived…on the metro! Bae started hustling in Mumbai, and like every hustler, she had to take public transport. So in true Bae style, she took over the WEH metro station, where everything was Bae-ified - the stairs, escalators, elevators, trains. You name it, we Bae’d it!

BAE-MERCH

A shirt, cup, phone cover and many more products, but make them Bae. All of these were either featured on Ananya’s Instagram stories or spotted on her by the paparazzi.