January 31, 2026 12:12 am (IST)
Follow us:
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.
Support Our Journalism
We cannot do without you.. your contribution supports unbiased journalism
IBNS is not driven by any ism- not wokeism, not racism, not skewed secularism, not hyper right-wing or left liberal ideals, nor by any hardline religious beliefs or hyper nationalism. We want to serve you good old objective news, as they are. We do not judge or preach. We let people decide for themselves. We only try to present factual and well-sourced news.
Support objective journalism for a small contribution.
Latest Headlines
Success doesn’t guarantee peace: Vishal Dadlani after Arijit Singh announces playback retirement
Thu, Jan 29 2026
Bollywood’s dream team returns! Imtiaz Ali’s new romance with Diljit Dosanjh set to hit theatres June 12
Thu, Jan 29 2026
Ranveer Singh booked for mimicry of Rishab Shetty’s Kantara act, allegedly insulting Chavundi Daiva
Wed, Jan 28 2026
Arijit Singh announces retirement from playback singing, says he will continue making music
Tue, Jan 27 2026
Border 2 crosses ₹100 crore in just 3 days! Sunny Deol’s epic sequel smashes box office records
Mon, Jan 26 2026
Border 2 fever grips nation as Mona Singh shares BTS moments
Sun, Jan 25 2026