MAM
Monk Entertainment executes ‘Money Heist’ with latest campaign for Scaler Academy
Mumbai: With the buzz surrounding the release of the latest season of Netflix series – “Money Heist,” Monk Entertainment has come out with a moment marketing campaign titled ‘If Indian engineers did a heist’ for ed-tech company Scaler Academy. The campaign does a comic local spinoff of the popular series in order to highlight the need for software engineers to upscale themselves- albeit with a twist in the tale.
The 360-degree moment marketing campaign conceptualised and executed by the Monk Entertainment team features some of the leading names on Instagram in the comedy genre of Marathi digital content creation like Karan Sonawane aka Focused Indian as the Professor, and others such as Sidhant Sarfare, Harsh Rane, Vrushali Jawale, Sushant Ghadge and Shravan Kshirsagar portraying his students/ heist members having local Mumbai Station names like Dombivili, Andheri, Virar, Sanpada and Chunabhatti, in place of the international city names of the original.
The script revolves around the Professor, who is actually a professor at an engineering college teaching software engineering, leading his students during a bank heist. As in the original series, it’s in the Professor’s hands to crack the code in order to open a bank vault with treasures they desire to steal. However, the Professor’s coding skills aren’t as proficient as his students think or as he claims.
The plot twist occurs when instead of the professor one of his students- Virar is able to crack the code that the Professor couldn’t, and gets the vault open and saves the heist members. A subtle hint is in the sketch, where Virar is seen watching a Scaler video on coding whilst the Professor keeps the gang waiting.
“At Monk Entertainment, our approach towards branded content is pretty simple: We treat brand’s customers as audience first. For us, a brand’s target customer has to be the protagonist/the main hero of the story we are serving,” said Monk Entertainment manager of content development and IPs Aishwarya Kerkar.
“The above approach really worked for us while conceptualising the sketch. We are very glad that we collaborated with a fantastic and supremely talented cast of Marathi creators to bring this sketch to life. We are happy to see so many organic conversations around the brand in the comments section of the video. Post the success of this video, we are hopeful that more brands will now engage with pop-culture trends and become a part of social conversations around them through video content,” she further added.
The short film, directed by Vaibhav Patil and Rudrang Malkar and written by Aishwarya Kerkar, Rudrang Malkar and Rishita Palshetkar, has a hint of masala comedy with a lot of regional lingo thrown in, coupled with coding jokes that will tickle the funny bones of techies and engineers.
“Moment marketing is a critical lever in our brand strategy; that doesn’t mean we will increase the social clutter by being one of many. So naturally, as a brand, we pick moments that we have a solid and unique point of view on – Money Heist with the professor presented just that sort of opportunity,” said Scaler InterviewBit head of Brand Ranjeet Kumar.
MUMBAI: BKT Tyres has decided to roll into the two-wheeler world with some serious jurrat and it’s brought Ranveer Singh along for the ride. The off-highway tyre specialist has unveiled its new campaign, ‘Jurrat’, marking a strategic push into India’s massive two-wheeler segment. The high-energy TV commercial, featuring brand ambassador Ranveer Singh, debuted on 3 April 2026 during the Indian Men’s T20 League 2026.
The campaign revolves around the core belief that true confidence on the road comes from dependable performance beneath you. ‘Jurrat’ (meaning courage) captures the mindset of riders who navigate dynamic and often unpredictable daily commutes with determination. It brings BKT Tyres’ brand philosophy ‘Elevate Your Drive’ into the two-wheeler space by spotlighting three key product benefits: long life, exceptional road grip, and unmatched comfort.
BKT Tyres chief marketing officer for India Mahesh Koppad said, “India’s two-wheeler segment reflects the way the country moves, works, and progresses every day. ‘Jurrat’ highlights how performance-led tyres, engineered for long life, comfort, and grip, enhance the overall riding experience and support uninterrupted progress in everyday life.”
The campaign is being rolled out across television and digital platforms with high-impact placements to ensure maximum reach and engagement.
This launch represents BKT Tyres’ calibrated expansion from its stronghold in off-highway tyres to becoming a more holistic mobility brand, addressing the everyday transportation needs of millions of Indian riders who rely on motorcycles and scooters as their primary mode of transport.
In a segment where confidence is everything, BKT Tyres is betting that a combination of bold celebrity appeal and strong product performance will help it gain serious traction on Indian roads. The campaign signals that the company is ready to move beyond its traditional turf and accelerate in the fast-paced two-wheeler market.
