The Family Man S3 drives expansive multi-platform launch takeover

Amazon Prime Video, working with WPP OpenDoor, implemented a nationwide set of integrations for the launch of The Family Man Season 3. The activity ran from 21 to 24 November and was designed to generate organic visibility without relying on conventional promotional formats. The rollout was executed across television, digital platforms and a commerce-led placement.

A central element of the plan was the Mission Binge activation with Zepto, marking a category-first collaboration for the quick-commerce platform. For the first time, Zepto opened its search bar to an external entertainment property. Between 6 pm and 12 am during the launch window, users who searched for The Family Man or The Wanted Man were directed to a story-led journey culminating in a curated ‘Binge Supplies Needed for 6 Hours’ page, referencing the six-hour runtime of the season.

Character cues influenced the product curation. Srikant’s pragmatic approach informed essential snack choices, while JK’s familiar indulgence appeared through momo-led selections linked to the season’s narrative. The activity reframed a common viewing behaviour—snacking while watching—into an in-universe extension of the show.

Two further integrations extended the takeover into mass-reach environments. On Kaun Banega Crorepati, an in-show conversational cue referenced the show’s universe in a contextually relevant manner for a broad television audience. During the India–South Africa cricket match, Cricbuzz commentators Shaun Pollock and Murali Kartik introduced subtle narrative-linked mentions into their post-match discussion on social platforms. One exchange saw Kartik ask Pollock whether he prefers to act by the book or by his will, echoing the contrasting approaches of Srikant Tiwari, played by Manoj Bajpayee, and Rukma, played by Jaideep Ahlawat.

Collectively, these placements created a unified launch presence rooted in the show’s tone, integrating the series seamlessly into high-frequency consumer moments.