MAM
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.
MUMBAI: In India’s fast-moving payments race, Visa has just swiped in a new leader. The company has named Suresh Sethi as its India country head, marking a key leadership shift as it sharpens its focus on digital payments growth in the market. Sethi steps into the role following his recent exit from Protean eGov Technologies, where he served as chief executive officer. He succeeds Sandeep Ghosh, who has moved on after more than four years at Visa to pursue an external opportunity.
The appointment comes at a time when Visa is doubling down on its expansion strategy across India and the wider region, deepening partnerships and accelerating adoption in an increasingly competitive digital payments ecosystem.
Sethi brings with him a broad, cross-market perspective shaped by decades of experience across corporate banking, retail financial services, mobile money and large-scale government technology initiatives. He began his career at Citigroup, where he spent 14 years working across India, Africa, South America and the United States, focusing on transaction banking services within the corporate bank.
His appointment signals a blend of institutional experience and market familiarity qualities that could prove critical as Visa navigates a landscape where fintech innovation, regulatory evolution and consumer adoption are all accelerating at once.
As digital payments in India continue to scale rapidly, the leadership change underscores a simple reality, in a market where every tap, scan and swipe counts, who leads the charge can matter just as much as the technology itself.
