The Boys S2
#FuckSuperheroes: A bold, culture-forward micro-campaign for the irreverent return of The Boys.
Campaign Overview
For the launch of The Boys Season 2, Prime Video India leaned into the show’s irreverent tone with a bold, culture-forward micro-campaign — #FuckSuperheroes. The campaign was designed with two clear objectives: to build a strong Indian community of hardcore fans of The Boys, and to create high-impact activities that could organically drive PR coverage and earned media.
The hashtag became a conversation starter across social platforms (Instagram & X) helping fans feel part of an insider community rather than just viewers. To amplify reach and cultural relevance, we collaborated with a curated mix of influencers, illustrators, content creators, and branded content partners.
This creator-led approach not only strengthened engagement within fandom circles but also helped the campaign cut through clutter and attract media attention ahead of the season premiere.
The Rallying Cry
The #FuckSuperheroes served as a rallying cry for the vigilante team ‘The Boys’ and the hashtag was used by Prime Video to encourage audience engagement.
Campaign Trailer
Campaign Impact
High-impact interaction across social platforms.
Significant conversation volume under #FuckSuperheroes.
Organic trend achievement highlighting regional peak interest.