Matka King Marketing Campaign: How Prime Video Used Mumbai as a Living Billboard
- adityaagarwal095
- Jun 15
- 1 min read
For the new Prime Video web series Matka King, rooted in the underground world of Mumbai’s matka gambling scene, the promotions couldn’t be ordinary, so they made the city part of the story.
With the “The World of Matka” campaign, Mumbai was transformed into a larger-than-life canvas, where playing cards became the show’s central visual language.
From billboards crafted entirely out of cards forming Brij Bhatti’s image, to vintage cars wrapped in card decks cruising through the streets, to bus shelters built like fragile houses of cards, every touchpoint felt impossible to ignore.
What makes this idea click is how seamlessly it blends scale with storytelling. It doesn’t just advertise a series, it extends its universe into the real world, turning everyday city spots into moments people want to stop, capture, and talk about.
Because in a city that never slows down, you need more than just visibility, and that’s exactly what the marketing served.
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