Arata has launched a new short-format digital film featuring comedian Samay Raina and actor Archana Puran Singh, as part of its ongoing effort to connect with younger, internet-native audiences. Designed as a digital-first release, the film is being distributed primarily across Instagram and YouTube Shorts.
The film is structured as a mock podcast conversation, opening with light-hearted banter between Raina and Singh before gradually escalating into exaggerated humour and intentionally awkward pauses. Instead of following a traditional product-led narrative, the brand takes an unconventional route, making the repeated interruption of its own name the central creative idea.
Arata’s brand name appears frequently as both a visual and verbal disruption, becoming a recurring motif throughout the film. From everyday objects in the set-such as water glasses and Wi-Fi credentials-to casual references within the dialogue, the brand is embedded seamlessly into the environment. This repetition is designed to build familiarity and recall, using humor and pop-culture cues rather than explicit product messaging.
By steering away from a conventional advertising format, the campaign positions entertainment at the forefront, reflecting changing content consumption habits among digital audiences. The approach mirrors format commonly seen in creator-led content, where relatability and humor often take precedence over overt brand communication.
Commenting on the collaboration, Arata co-founders Dhruv Bhasin and Dhruv Madhok said the brand continues to experiment with formats that feel native to how audiences consume content today. They noted that working with creators deeply rooted in internet culture allowed Arata to keep the communication simple and memorable, with a clear focus on recall rather than traditional brand storytelling.
The film forms part of Arata’s broader digital strategy to engage audiences through culturally relevant, entertainment-driven content that blurs the line between advertising and everyday online viewing.
