Mumbai | January 2026: Creativefuel executed a large-scale, multi-platform digital activation for the JioHotstar x Superman campaign, delivering over 12,000 content assets, generating 210M+ views and reaching 160M+ people across platforms, including short-form video and social networks.
Creativefuel led the campaign end-to-end right from strategy and creative ideation to execution and amplification & designing the activation from scratch with a focus on embedding the Superman release into existing internet behavior rather than relying on short-term paid visibility.
The campaign was executed over a six-day window, following a culture-first amplification model that meme ecosystems and AI-native creator networks at scale. AI creators were leveraged to rapidly adapt, localize and scale culturally relevant formats during the six-day execution window, allowing the campaign to move in real time with internet momentum.
Familiar viral cultural moments, including “Thoda Galti Ho Gaya Maalik”, were recreated in formats native to digital platforms because the content was designed to feel organic rather than campaign-led, it was picked up naturally by audiences and creators, enabling the campaign to extend well beyond planned amplification. This resulted in organic traction across platforms, including visibility on Reddit, and pickup across multiple news media outlets.
“The objective was not just reach, but relevance at scale.” said Tiya Wadhwani, COO at Creativefuel. “Pulling off something at this scale takes sharp strategy and even sharper execution. From planning and coordination to on ground delivery across platforms, this campaign was a true team effort. Credit to everyone involved for maintaining quality, cultural relevance and speed while operating at massive scale.” she added.
