PivotRoots Gets Digital Media Mandate for Junglee Pictures’ ‘Daayra’
CE DESK 
PivotRoots, a Havas company, has been appointed as the digital media partner for the upcoming film Daayra. The film is produced by Junglee Pictures and Pen Studios. It is directed by Meghna Gulzar and stars Kareena Kapoor Khan and Prithviraj Sukumaran in lead roles. The movie is set to release in cinemas on September 18, 2026.
Through this new mandate, PivotRoots will handle the complete digital media strategy for Daayra. The agency will work on media planning, performance marketing, audience intelligence, and digital amplification. The goal is to build strong anticipation for the film before its theatrical release. PivotRoots will also focus on connecting the film with the right audiences across digital platforms.
Daayra is a crime thriller inspired by true events. In the film, Kareena Kapoor Khan plays DCP Ajooni Kohli, while Prithviraj Sukumaran portrays DCP Raman Kumar. Both actors are shown as senior police officers on opposing sides of a sensitive case. The story explores themes of crime, justice, and moral conflict. The trailer of the film was released on August 31, 2026, and received a strong response from audiences.
This film marks the first collaboration between Junglee Pictures and Pen Studios. It also brings together Meghna Gulzar and Junglee Pictures again after successful projects like Talvar and Raazi. The supporting cast includes Jitendra Joshi, Kshitee Jog, Kanwaljeet Singh, Sandeep Kulkarni, and Trupti Khamkar. The film is written by Meghna Gulzar, Yash Keswani, and Sima Agarwal.
PivotRoots has earlier worked on high-profile digital campaigns, including the global trailer launch of Ramayana. With this new mandate, the agency aims to drive awareness, engagement, and conversation around Daayra across social media, search, and programmatic channels. The campaign will run in the final weeks before the film’s release.
