Call Me Bae is an exciting new series following the life of a fashionable young woman navigating her experiences in the bustling city of Bombay. She is supported by her friends, Saira and Tammarrah, who happen to be avid Android users. This show goes beyond traditional storytelling, seamlessly integrating a unique partnership with an Android campaign. Collaborating closely with FCB India, the show’s creators revamped and added specific scenes to align with Android-exclusive features, blending them naturally into the narrative.
This innovative campaign leverages the hashtag #BehenCode to highlight the pivotal role of Android in supporting Bae and her friends. These features shine through in the series as Saira and Tammarrah come to Bae’s aid, demonstrating how Android devices simplify and enhance everyday tasks.
To further amplify this integration, the campaign employs #DeletedScenes as a storytelling device. These bite-sized films focus on relatable, everyday moments that resonate with Gen Z audiences. From socializing, exploring social media, and watching videos to casually chatting at parties, the campaign showcases the #AndroidAdvantage in action. Each scene demonstrates how Android’s unique capabilities are interwoven into the rhythm of modern life, reflecting authenticity and usability.
Speaking about the campaign, Mayuresh Dubhashi, Chief Creative Officer of FCB India, remarked on its groundbreaking nature. He explained, “This campaign could have been just another celebrity endorsement showcasing Android as the coolest and best operating system out there. But we chose to make it feel like real content—outtakes, deleted scenes, or whatever you want to call them. The goal was to avoid making it look like an ad, and that’s exactly what we’ve achieved.”
Dubhashi emphasized the collaborative effort that went into ensuring the campaign looked authentic. Partnering with Prime Video’s hit series Call Me Bae, FCB India brought meticulous attention to detail. They developed a campaign narrative that feels organic and resonates with viewers. By embedding the #AndroidAdvantage into the storyline, the collaboration demonstrates how Android isn’t just a device but an integral part of everyday life.
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Author: Sonali kamble
