PivotRoots, a Havas company, has been named the digital media partner for Daayra, the upcoming Meghna Gulzar-directed film starring Kareena Kapoor Khan and Prithviraj Sukumaran. Produced by Junglee Pictures and Pen Studios, the film is set to release in cinemas on September 18, 2026.
As part of the mandate, PivotRoots will drive the film’s digital media strategy – spanning media planning, performance marketing, audience intelligence and digital amplification – in the run-up to its theatrical launch.
The appointment strengthens PivotRoots’ growing footprint in entertainment marketing. The agency previously handled digital media and performance marketing for the global trailer launch of Ramayana, produced by Prime Focus Studios and DNEG, alongside recent work on Alpha (Yash Raj Films), Sunny Sanskari Ki Tulsi Kumari, and Main Tera Tu Meri.
Shibu Shivanandan, Founder & CEO, PivotRoots, said digital has fundamentally reshaped how audiences discover and engage with films, with anticipation now building well before release. He noted that Daayra brings together a strong creative premise, an acclaimed director and a compelling cast, offering a strong opportunity to build digital momentum ahead of launch.
He added that predictive analysis is also transforming movie marketing, pushing the industry beyond traditional reach-and-frequency models towards outcome-focused, data-led planning. At PivotRoots, the approach will combine audience intelligence, media strategy and performance marketing to ensure Daayra reaches the right audiences and sustains momentum in the lead-up to its release.
With the film’s release just days away, the digital push is expected to play a key role in shaping opening-weekend traction.
