Bowers Petfood
A Partnership India Didn’t See Coming
How do you launch a new brand ambassador without revealing them?
Before Bowlers officially revealed Shubman Gill as their brand ambassador, we were handed an unusual challenge: Create curiosity without showing a face. Build emotional connection without revealing identity. And spark national anticipation while protecting brand secrecy. We turned a challenge into a creative opportunity. So we didn’t plan a shoot. We wrote a story. And then we built that story entirely through AI. A three-episode cinematic web-series where a rising star remained unseen…but his partner, the brand mascot named Alex, stood quietly in every defining moment.
The Task: Build Hype in Silence
The Strategy: Make the Mascot the Mentor
A Three-Episode AI Web-Series
Not ads.
Not teasers.
But short films.
Episodes that let the audience feel every heartbeat of Shubman’s journey. From debut to leadership, while keeping him hidden in plain sight.
What We Created
The internet did what the internet does:
it started guessing.
Comments flooded with theories.
People watched the reels again and again, searching for clues.
Cricket fans connected the dots.
Pet parents connected with Alex.
The reveal didn’t need hype.
The story became the hype.
A Suspense Format Built for Social
Across the three episodes, the audience didn’t just watch.
They participated.
They speculated.
They shared.
They bought into the story even before knowing who it was about.
Public Performance That Proved the Format Works
Episode 1
Episode 3
The most comments and shares, despite fewer views,indicate deep engagement and strong emotional resonance.
Episode 2
The engagement increased, and the audience speculation peaked.
Total Public Performance (3 episodes combined):
For a brand that had not yet revealed the ambassador, these numbers signal one thing clearly:
The audience cared before they knew.
Which means the storytelling worked.
