Amazon Prime Video has collaborated with celebrated artist Harun Robert, popularly known as Rob, for an innovative promotional campaign for its upcoming series Matka King, marking what industry observers are calling a first-of-its-kind initiative in India. The collaboration sees Rob interpreting the show's narrative through his own creative lens, producing a special art piece that blends storytelling, visual experimentation, and artistic expression. Matka King stars Vijay Verma in the lead role.
Conceptualised and executed over three weeks, the campaign breaks from conventional entertainment marketing by directly commissioning an artist to communicate a show's narrative rather than relying on standard promotional formats. This reflects a broader shift in India's marketing and entertainment ecosystem, where artists are increasingly being engaged not merely as amplifiers but as core storytellers shaping campaign narratives.
Speaking about the collaboration, Vijay Verma said, “A lot of work goes into creating something like this. As an artist, I feel deeply immersed in the process; each detail is significant and carries its own impact. Watching this come together has been truly special.”
Sharing his experience, Harun Robert said, “Working on this with Amazon Prime Video was exciting because it allowed me to tell a story in a completely different way. I love working with scale, but translating an idea onto a 40ft x 40ft canvas is a whole different challenge. It’s definitely more demanding, but also far more rewarding to see it come to life. Instead of creating just another promotional piece, we tried to build something people could experience and connect with through art. With Amazon Prime Video, we didn’t just promote Matka King—we created something alive and unexpected. I’m grateful for the creative freedom to explore this idea. I’ve done something similar before on a smaller scale, but this pushed me to take it a notch higher.”
Rob, widely recognised for his imaginative art installations and his long-running creative identity across digital platforms including Art Guy Rob and Mad Stuff With Rob, brings a distinct sensibility to the project. He is also remembered by audiences for his association with the popular children's programme M.A.D. on Pogo, which established him as a household name in creative education and hands-on artistry.
The campaign has already garnered significant attention on social media following its release, with audiences and industry voices praising its distinctive approach. The collaboration underscores the growing intersection of art, content, and branded storytelling within India's evolving creator economy, with Amazon Prime Video at the forefront of the trend.
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