Client Brief

To humanise the character of Bauua Singh, familiarise the audience with his personality and lingo, and use Shah Rukh Khan’s newest avatar to augment the universe of Zero, well before its release

To create various digital touchpoints for audiences to interact with Bauua Singh to create an affinity towards the quirky character


The idea was to drive the character’s digital presence up like never seen before through integration with Amazon Alexa in a year when the bot had upgraded with 70,000 skills and was reaching new users at an impressive and exponential rate.


On 8th December, it was announced online that users could talk to Bauua anywhere, anytime on their Alexa-enabled device

All they had to do is say “Alexa, open Bauua from Zero” and the character would talk to them and share his interesting life fundas, shayaris, jokes and a lot more

#BauuaOnAlexaContest was run on social media asking fans to share their recording of shayaris and jokes, and the best ones got to meet the real-life Bauua Singh aka Shah Rukh Khan and the cast of Zero


Zero became the first movie in India to natively use/leverage Alexa

The first time ever Alexa's voice was trailed natively by a second voice; in this case, SRK's voice

White Rivers Media

Full Service / Creative

  1. Mumbai



Category Experience


100+ Employees

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