Mumbai: From grocery searches to primetime television and live cricket chatter, The Family Man Season 3 made its presence unmissable across India this past weekend. Amazon Prime Video, in collaboration with WPP OpenDoor, rolled out a series of high-impact, multi-platform integrations designed to spark curiosity, drive cultural conversation, and break away from traditional promotional formats. The activity ran across television, digital, social and commerce touchpoints from 21st to 24th November.
A standout moment in the rollout was the category-first “Mission Binge” activation with Zepto — the first time the quick-commerce platform opened its search bar to an entertainment partner. Users typing “The Family Man” or “The Wanted Man” between 6 pm and 12 am were taken through a story-driven search experience that led to a curated “Binge Supplies Needed for 6 Hours” page, referencing the six-hour runtime of Season 3.
Character-inspired cues made the integration even more engaging: Srikant’s no-nonsense personality shaped the essential snack list, while JK’s trademark love for indulgence introduced momo-led selections tied to the season’s storyline. The activation successfully transformed a universal consumer behaviour — snacking while binging — into an immersive, in-universe mission for fans.
Prime Video and WPP OpenDoor also executed two additional contextual moments designed to seamlessly blend with viewer environments. On Kaun Banega Crorepati, an in-show conversational cue subtly referenced the world of The Family Man, delivering an organic moment of discovery for mass audiences.
Meanwhile, during the India–South Africa match, commentators Shaun Pollock and Murali Kartik dropped narrative-linked mentions during their post-match segment on Cricbuzz’s social media channels. The integration has already generated positive sentiment among cricket fans. In one such instance, Murali Kartik asked Shaun Pollock whether he is someone who “plays by the book or by his will,” a clever nod to Season 3’s central dynamic between Srikant Tiwari (Manoj Bajpayee) and Rukma (Jaideep Ahlawat).
Together, these touchpoints created a cohesive, culturally relevant surround-sound experience for The Family Man Season 3’s launch — each moment rooted in the show’s universe, humour and mass appeal.
