Amazon Prime Video - Call Me Bae
Concept | Script | Creative Direction | Strategy
The 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 Strategy
Bae is many things and certainly cannot be described in one word. So we made sure that whenever Bae spoke, the whole world listened.
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.
Amazon Prime Video | Ready Set Launch | Call Me Bae
Bae’s Baggage
Keeping with the show’s plot, Bae came with her Baggage as Ananya promoted the show at Mumbai airport with her ginormous emotional ‘Baggage’.
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!
Baeditations
Stressed about work? Worried about rent? Disappointed that a rickshaw wala rejected you? Don’t worry. Bae’s here to calm your nerves and lift your spirits with her personalised guided meditations.
Amazon Prime Video | Baeditation : Bae’s Traffic Mantra | Call Me Bae
Amazon Prime Video | Baeditation : Rental issues? Bae's got you! | Call Me Bae
Amazon Prime Video | Baeditation : Manifesting A Job | Call Me Bae
Bae Merch
A shirt, cup, phone cover and many more products, but make them Bae. All of these were worn by Ananya as she put them up on her Instagram stories or was papped with them.
