WPP OpenDoor and Snapchat India are giving Prime Video’s historical series The Revolutionaries a social-first launch designed for Gen Z. Ahead of the premiere, the partners hosted the cast at Snap HQ in Mumbai for an interactive Creator Watch Party, blending exclusive content, creator collaboration and a custom augmented reality lens.
The event brought together Pratibha Ranta, Bhuvan Bam, Rohit Saraf and Gurfateh Pirzada with leading Gen Z Snapstars. Creators got an early look at the series, along with unseen footage and behind-the-scenes insights into director Nikkhil Advani’s vision.
A watch party with an AR layer
The centrepiece was a custom Snapchat AR Lens built around the show’s themes of rebellion and courage. The lens invites users to discover a “Sarfiraattitude” and transforms them into modern-day revolutionaries through dynamic overlays and interactive effects inspired by India’s freedom fighters.
At a dedicated Snapchat Experience Zone, cast members and creators tested the lens and produced real-time social content. The campaign then extended into creator-led challenges and social-first formats around courage, conviction and rebellion.
- Exclusive early access: Cast and creators explored unseen footage and the making of the historical drama.
- Custom AR Lens: A “Sarfiraattitude” effect turned viewers into participants.
- Creator-led amplification: Snapstars and cast created interactive challenges and social-first formats.
Why this matters for entertainment marketing
The effort reflects how entertainment brands are shifting from passive promotion to participatory experiences. Instead of relying solely on trailers and interviews, the campaign used creators, immersive technology and real-time content to make a heritage story feel native to Gen Z expression.
Amit Ojha, Head of Agency Business at Snapchat India, said Gen Z now discovers entertainment through creators they trust. The Mumbai event, he added, showed how premium storytelling can connect with a highly engaged creator community and turn a launch into a social conversation.
Deepa Jatkar, Lead India at WPP OpenDoor, framed the campaign as an invitation to “live” stories rather than just consume them. She said the combination of AR innovation, creator collaboration and immersive storytelling aimed to turn a period drama into a participatory cultural moment.
What marketers can take away
For teams planning entertainment or culture-led campaigns, the structure offers a simple template: pair early access with a reusable creative tool, then let trusted creators translate the theme into platform-native content. The AR lens gives fans a reason to create, not just watch, and extends the campaign window beyond the premiere.
Source: MediaNews4U
