Results

Objective: After a four-year hiatus, Mirzapur Season 3 needed more than just a promo—it needed a breakthrough digital innovation to re-ignite fandom and spark mass anticipation. The objective was to create a highly personalized, immersive digital experience that blurred the lines between viewer and story, driving awareness, virality, and engagement—without relying on paid media. Execution: We turned WhatsApp into an interactive storytelling engine by combining Generative AI, conversational design, and hyper-personalization. Fans were invited to audition as Guddu Bhaiyya’s right hand, unlocking a uniquely engaging, mobile-first experience. The campaign delivered three layers of personalized digital content: A custom video welcome from Guddu Bhaiyya (Ali Fazal), using the fan’s name and gender. A personalized meme, inserting the fan’s face into a memorable moment from Season 2. A Generative AI video, where fans decided how to deal with an enemy—Guddu’s brute force or Golu’s intellect—leading to a tailor-made outcome. This entire journey happened within WhatsApp, requiring no app download or sign-up. AI-powered logic ensured fans experienced real-time dialogue, visual personalization, and Mirzapur’s signature tone and dialect. The campaign featured 10 video assets and 6 personalization paths, engineered to scale with zero compromise on quality. Results: 310M+ total reach, 65M fans engaged 50,000 organic users in 24 hours (no paid push) 3 lakh unique users on WhatsApp, 3.5 lakh shares 24M video plays, 94% awareness, 85% watch intent ₹165 million earned media Impact: This wasn’t just a marketing campaign—it was a digital product. By merging AI, chat UX, and cultural storytelling, we created a tech-driven fan experience that redefined digital innovation in entertainment.