Published on: September 11, 2026
Mumbai, 11th September 2026: PivotRoots, a Havas company, has been appointed as the digital media partner for Daayra, the upcoming film directed by acclaimed filmmaker Meghna Gulzar and starring Kareena Kapoor Khan & Prithviraj Sukumaran. Produced by Junglee Pictures and Pen Studios, the film is slated to release in cinemas on September 18, 2026.
Through the partnership, PivotRoots will lead the film’s digital media strategy, leveraging its expertise across media planning, performance marketing, audience intelligence and digital amplification to build anticipation and connect the film with relevant audiences in the lead-up to its theatrical release.
The mandate builds on PivotRoots’ expanding footprint in the entertainment and movie business. The agency led digital media and performance marketing for the global trailer launch of Ramayana in July 2026, the cinematic adaptation produced by Prime Focus Studios and DNEG. Its recent movie portfolio also includes Alpha with Yash Raj Films, along with Sunny Sanskari Ki Tulsi Kumari and Tu Meri Main Tera, Main Tera Tu Meri, reflecting PivotRoots’ growing role in driving digital visibility and audience engagement for high-profile entertainment properties.
Shibu Shivanandan, Founder & CEO, PivotRoots, said, “Digital has fundamentally changed how audiences discover and engage with films, with anticipation building well before a theatrical release. Daayra brings together a strong creative proposition, an acclaimed director and an exciting cast, giving us an opportunity to build digital momentum. Predictive analysis is also reshaping movie marketing, enabling data-led planning that goes beyond traditional reach and frequency models to focus on outcomes. At PivotRoots, we will combine audience intelligence, media strategy and performance to ensure Daayra reaches the right audiences and builds momentum towards its release.”
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