CE DESK 
Creativefuel drove JioHotstar’s Superman digital launch with 12,000+ assets, hitting 210M+ views and 160M+ reach via culture-first memes and AI creators. Discover the viral multi-platform blitz.
Creativefuel orchestrated a high-impact, multi-platform digital activation for JioHotstar’s Superman campaign, generating over 12,000 content assets, 210 million+ views, and reaching 160 million+ people across short-form video and social networks. Executed in a tight six-day window, the agency handled everything from strategy and creative ideation to amplification, embedding the Superman release into organic internet behaviors rather than paid bursts.
The campaign adopted a culture-first model, tapping meme ecosystems and AI-native creator networks for real-time adaptation and localization. Viral moments like “Thoda Galti Ho Gaya Maalik” were recreated in native digital formats, sparking natural audience pickup and extending reach organically to Reddit and news outlets.
Key Results
- Delivered 12,000+ assets with 210M+ views and 5.7M+ engagements.
- Reached 160M+ users through authentic, non-paid traction.
- Featured collaborations like Manish Patel Ray’s Malik truck meme, amassing 2M+ views.
Tiya Wadhwani, COO at Creativefuel, emphasized relevance at scale: “Pulling off something at this scale takes sharp strategy and even sharper execution.” This activation exemplifies how culture-led creativity dominates digital landscapes.
