Brands ride Paatal Lok’s success wave

Ever since ‘Paatal Lok’ premiered on Amazon Prime Video on May 15, 2020, the crime thriller web series has been garnering rave reviews. Great hype was created on social media in the lead-up to the series’ premiere.

Actor Anushka Sharma, whose film studio Clean Slate Films has produced ‘Paatal Lok’, took to Twitter to heavily promote her web series, such as inverting her display image and her bio, using images from her own films to create memes depicting ‘Swarg Lok’, ‘Dharti Lok’ and ‘Paatal Lok’.

Popular Youtuber Bhuvan Bam, too, joined the conversations on Twitter, asking netizens to watch the web series and also cheekily adding that he was not mentioning the name of the platform streaming the series as it would look like a “paid tweet”. Amazon Prime Video’s response to this was equally tongue-in-cheek, “Hum bhi nahin bolenge kahan stream ho raha hai, warna lagega paid tweet hai.”

A live-action teaser was released, where the faces of the starcast was not revealed, but given the violent setting of the series, a man on a bike is shown attacking someone with a hammer, even as the text reads “Hell breaks loose”.

Then there was the inevitable comparison with Netflix series, the trendsetting ‘Sacred Games’, another crime drama starring Nawazuddin Siddiqui and Saif Ali Khan. Netizens are hailing Anushka Sharma’s show and calling it the ‘Baap’ of ‘Sacred Games’ and ‘Mirzapur’.

Not surprisingly, more and more brands are associating with ‘Paatal Lok’, promoting their brands by leveraging the ‘Swarg’, ‘Dharti’ and ‘Paatal’ Lok.

From food and beverage company Swiggy, Mojo Pizza to PayTM, dating app Tinder, Baskin Robbins India and contraceptives brand like Durex and Manforce – looks like the whole brands circuit is rushing to bring their own synonymous pop-culture brand take.

Some creative marketing strategies that caught the netizens’ eye include:

Though not a brand, Mumbai Police has played the social media game well to highlight various issues and caution people to comply by the rules. It decided to turn its message topsy-turvy to ask people to stay at home during the time of COVID-19 pandemic. Inspired by the tweet of Mumbai Police, playing on the raging dialogue which explains that the whole world is divided into three Loks.  














Sugar Cosmetics started with a trend of ‘Alexa, take me to SwargLok Please’ on social media.

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#PaytmKaroSafeRaho in every lok. 📲

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Well, that's how we have always liked! #PataalLok

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Humne yeh whatsapp pe padha tha 🔥

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‘Paatal Lok’, starring Jaideep Ahlawat, Neeraj Kabi, Abhishek Banerjee, and Gul Panag in key roles, explores the dark realm of the underworld, especially in North India. Created by Sudip Sharma, the series is directed by Avinash Arun & Prosit Roy, and is divided into 9 episodes.


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