Creativefuel delivers culture-first digital activation for JioHotstar Superman campaign

Creativefuel has delivered a multi-platform digital activation for the JioHotstar x Superman campaign, executing an extensive content-led strategy designed to integrate the film release into everyday internet behaviour. The activation generated more than 210 million views, reached over 160 million people and involved the creation and distribution of over 12,000 content assets across short-form video platforms and social networks.

The agency led the campaign end to end, spanning strategy, creative ideation, execution and amplification. Rather than relying on short-term paid visibility, the activation was designed from the ground up to embed the Superman release within existing digital culture. The objective was to ensure that the campaign felt native to online environments, enabling organic discovery and participation by audiences.

The execution was carried out over a six-day window and followed a culture-first amplification model. Creativefuel activated meme ecosystems and AI-native creator networks at scale, allowing content to be produced, adapted and distributed rapidly. This approach enabled the campaign to respond in real time to shifts in online momentum, rather than adhering to a fixed content rollout plan.

Artificial intelligence played a central role in scaling the activation. AI creators were used to localise and adapt formats quickly, ensuring that content resonated across different linguistic and cultural contexts. This capability allowed Creativefuel to maintain speed and relevance while operating at significant volume during the limited execution period.

The campaign drew on familiar viral cultural moments, reinterpreting them through a Superman lens. One such reference included the widely recognised ‘Thoda Galti Ho Gaya Maalik’ meme, which was recreated in formats native to each digital platform. By using recognisable internet language and humour, the content was designed to appear organic rather than overtly campaign-driven.

As a result, the activation achieved organic traction beyond its planned amplification. Content was picked up and shared naturally by users and creators, extending reach across platforms without additional prompting. The campaign also gained visibility on Reddit and received coverage across multiple news media outlets, further amplifying its footprint.

The scale and responsiveness of the activation required close coordination across teams and platforms. Content production, moderation and distribution were managed simultaneously to ensure consistency while allowing for real-time optimisation. The focus remained on maintaining cultural relevance and quality, even as volume increased.

Commenting on the campaign, Tiya Wadhwani, coo at Creativefuel, said, “The objective was not just reach, but relevance at scale. 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.”

The JioHotstar x Superman activation reflects a broader shift in digital marketing towards culture-led engagement, where brands participate in ongoing online conversations rather than interrupting them. By aligning content with existing internet behaviour and leveraging AI-enabled creator ecosystems, Creativefuel positioned the campaign to move with, rather than against, platform dynamics.

The campaign demonstrates how large-scale entertainment launches can be amplified through decentralised content models that prioritise adaptability, relevance and organic participation, offering an alternative to traditional high-frequency paid media approaches.