Creativefuel powers viral JioHotstar x Superman digital blitz

MUMBAI: Creativefuel has delivered a high-impact, multi-platform digital activation for the JioHotstar x Superman campaign, turning internet culture into the campaign’s biggest amplifier.

Executed over an intense six-day window, the campaign generated over 12,000 content assets, clocked 210 million plus views, and reached 160 million plus users across short-form video platforms and social networks.

From strategy and creative ideation to execution and amplification, Creativefuel led the campaign end to end. The approach was clear: embed Superman seamlessly into existing online behaviour rather than depend on short-term paid visibility.

The activation followed a culture-first amplification model, tapping into meme ecosystems and AI-native creator networks at scale. AI creators played a central role, rapidly adapting and localising formats in real time, allowing the campaign to move at the speed of internet momentum.

Popular viral moments such as “Thoda Galti Ho Gaya Maalik” were reimagined in platform-native formats. Designed to feel organic instead of overtly promotional, the content was picked up naturally by audiences and creators alike. The ripple effect extended beyond planned amplification, resulting in organic traction across platforms, visibility on Reddit, and coverage across multiple news outlets.

“The objective was not just reach, but relevance at scale,” said Creativefuel COO Tiya Wadhwani. “Pulling off something at this scale takes sharp strategy and even sharper execution. From planning to on-ground delivery across platforms, this was a true team effort. Maintaining quality, cultural relevance and speed at massive scale was key.”

By blending AI-powered creation, meme-led storytelling and platform-native execution, the JioHotstar x Superman activation stands as a strong example of how entertainment marketing is shifting from scheduled launches to culture-driven moments that evolve in real time online.