Mumbai, Apr 16 : In a first-of-its-kind initiative in India, Amazon Prime Video has collaborated with artist Harun Robert (popularly known as Rob) to create an innovative promotional campaign for its upcoming series Matka King, starring Vijay Verma in the titular role. Rob, known for his imaginative art installations and unique style, was the perfect person to bring this vision to life.
Rob, who many remember from M.A.D. on Pogo and for his digital platforms “Art Guy Rob” and “Mad Stuff With Rob,” is a creative director and artist known for pushing creative boundaries, making him a natural fit for a campaign like this.
Conceptualised and executed over three weeks, Rob created a special piece that blends art, storytelling, and experimentation, offering audiences a teaser before the release.
According to industry observers, this is among the first instances in India where such a format has been used to promote a series, with the platform directly commissioning an artist to interpret and communicate the narrative through his own creative lens.
This collaboration reflects a growing trend where brands like Amazon Prime Video are not just promoting content but working with artists as storytellers to create something truly unique.
Speaking about the collaboration, Vijay Verma said,
“A lot of work goes into creating something like this. As an artist, I feel deeply immersed in the process; each detail is significant and carries its own impact. Watching this come together has been truly special.”
Sharing his experience, Harun Robert said,
“Working on this with Amazon Prime Video was exciting because it allowed me to tell a story in a completely different way. I love working with scale, but translating an idea onto a 40ft x 40ft canvas is a whole different challenge. It’s definitely more demanding, but also far more rewarding to see it come to life. Instead of creating just another promotional piece, we tried to build something people could experience and connect with through art. With Amazon Prime Video, we didn’t just promote Matka King—we created something alive and unexpected. I’m grateful for the creative freedom to explore this idea. I’ve done something similar before on a smaller scale, but this pushed me to take it a notch higher.”
The collaboration highlights a broader shift in the entertainment and marketing ecosystem, where artists are increasingly being brought in not just as amplifiers but as storytellers shaping the core of campaign narratives.
The campaign has been released on social media and is already drawing attention for its distinctive approach, underscoring the growing intersection of art, content, and branded storytelling in India’s evolving creator economy.
