Brands
Social and Prime Video launch ‘The Traitors Thursday’ to turn café-bars into cunning game nights
MUMBAI: Deception is on the menu, and the vibe is pure drama. Social café-bars across India have teamed up with Prime Video to launch The Traitors Thursday—a weekly offline event series where guests step into a real-life game of trust, betrayal and deduction, inspired by the Indian reality show The Traitors, hosted by Karan Johar.
Launched on 12 June with a high-octane premiere night at Khar Social in Mumbai, the event brought together fans, content creators and celebrity players like Raftaar, Elnaaz Norouzi, Urfi Javed, Sufi Motiwala and Nikita Luther. The gameplay unfolded live, as participants mingled with the crowd, formed alliances and outed the Traitors among them. The boundary between show and spectacle blurred fast—along with a few friendships.
The concept reimagines the tense energy of The Traitors into an interactive offline format where guests register to play either as ‘Innocents’ or ‘Traitors’. Every Thursday 5 pm, select Social outlets transform into arenas for strategy, suspense and spontaneous chaos. Non-players can join table challenges and score giveaways like beer buckets, brand vouchers and bragging rights.
“The Traitors Thursday is one of our boldest offline content integrations yet. The Traitors, with its thrilling gameplay and Social mind games, is a natural extension of what Social stands for: shared experiences that spark connection, conversation, and community. We’re excited to have collaborated with Prime Video to reimagine the show’s intrigue within our café-bar spaces, making it tangible and participative for our guests,” said Impresario Entertainment & Hospitality Pvt. Ltd CGO Divya Aggarwal.
The Traitors Thursday is being hosted across Social outlets in Mumbai (Dadar Social), Pune (FC Road Social), New Delhi (Connaught Place Social), Indore (Ring Road Social), Chandigarh (Sector 07 Social), Bangalore (Koramangala Social), Hyderabad (Mindspace Social), and Kolkata (Park Street Social). The event will run weekly from 12 June to 3 July, syncing with the show’s new episodes that drop every Thursday at 8 pm on Prime Video.
As The Traitors takes over screens, Social turns its outlets into live-action extensions of the show’s high-stakes gameplay. The IP is part immersive theatre, part reality experiment and part night-out thrill, continuing Social’s streak of reinventing community rituals—from trivia nights to Dhokha Thursdays.
The traitors may lie, but the Thursday night fun?
That’s very real.
Brands
Thermocool rolls out Navratri campaign on trains and stations
Nine day digital push blends devotion and storytelling for travellers
NEW DELHI: Thermocool Home Appliances has launched a high-visibility digital campaign during Navratri, turning railway stations and trains into storytelling spaces that blend culture with brand engagement.
The nine-day campaign spans key high-footfall locations including Katra, Anand Vihar, Gorakhpur, Prayagraj and Moradabad, along with the Vande Bharat Express on the Delhi-Katra route. Travellers encounter the campaign across station screens, concourses and onboard infotainment systems, making it hard to miss.
What sets the initiative apart is its narrative approach. Each day of Navratri is dedicated to one of the nine forms of Goddess Durga, with digital content explaining the significance and stories behind each day. The result is a campaign that does more than advertise, it informs and engages passengers in the middle of their journeys.
For director of sales and marketing Tanuj Gupta, the idea was to go beyond visibility. He noted that while Navratri is widely celebrated, awareness of its deeper meaning is often limited, and the campaign aims to bridge that gap in a simple and accessible way.
By tapping into high-traffic transit spaces, Thermocool is placing its message where audiences naturally gather, from busy platforms to train compartments. The repeated exposure across these touchpoints is designed to build familiarity while creating a more meaningful connection with consumers.
In a season marked by devotion and festivity, the campaign finds a clever middle ground. It turns everyday travel into a cultural moment, where storytelling travels alongside the passenger.
