March 23, 2026 09:26 pm (IST)
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YRF collaborates with East India Comedy for Detective Byomkesh Bakshy!
Mumbai, Mar 26 (IBNS): A new wave of digital initiatives, cross-promotion and content collaborations is on the rise. Movie marketers have been on the lookout for meaningful associations that help them garner eyeballs beyond the frontier.
In a recent initiative by Yash Raj Films, they released a digital video in association with one of the leading YouTube Creators in the comedy vertical – East India Comedy.
It’s an uncommon noir-mystery-comedy sketch featuring Sushant Singh Rajput and Anand Tiwari, released ahead of its upcoming film – Detective Byomkesh Bakshy!.
Stories help connect. Video collaboration works, especially so when you cross-promote channels that attract similar demographics.
When contacted, Anand Gurnani, VP – Digital, Yash Raj Films said, “An edgy and sharp film like Detective Byomkesh Bakshy! needs peripheral marketing that is equally sharp-witted and intriguing. With our YouTube Collaboration, we’ve attempted to do just that.”
Sapan Verma from East India Comedy said, “DBB is a very unique film and hence we jointly decided to do a narrative sketch about detectives, something that’s never been done before in India.”
In the past, we’ve seen Yash Raj Films tread a similar path. They collaborated with various other YouTube Creators like The Viral Fever, 88 Keys To Euphoria, Sanjeev Kapoor, etc. for some of their recent movie campaigns.
India’s first true-blue detective is set to arrive. Dibakar Banerjee’s pulp noir Detective Byomkesh Bakshy! starring Sushant Singh Rajput, Anand Tiwari and others, hits theaters worldwide on Apr 3.
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