Varun Dhawan’s ‘Prime Bae’ Stunt for Heads of State Goes Viral

Varun Dhawan, known for his infectious energy and playful humor, has once again taken the internet by storm—this time as Prime Video’s official “Prime Bae.” In a now-viral marketing stunt, Dhawan crashed a Prime Video marketing meeting with a flurry of wild, hilarious ideas to promote the much-awaited action-comedy film Heads of State, starring John Cena, Idris Elba, and Priyanka Chopra Jonas.

The Viral Stunt Everyone’s Talking About

The buzz began when Prime Video released a video showing Dhawan bursting into a marketing team meeting, brimming with what he called “outrageous, crazy, and pathbreaking” ideas for the Indian launch of Heads of State. His suggestions ranged from the absurd—like renaming the film to the pulp-fiction-inspired Hindi title “Desh ke Sir – Baaki Sab Be-asar”—to the downright hilarious, such as using India’s iconic Sutli bomb as a special effect, or even voicing all three main characters himself, including Priyanka Chopra Jonas.

While the marketing team in the video looked bemused, viewers online lapped up Dhawan’s antics. The video quickly went viral, with fans and social media users praising his comic timing and creative flair. Dhawan ended the stunt by promising that Heads of State would be a “thrilling and unmissable action-comedy,” now streaming exclusively on Prime Video in multiple Indian languages.

Who Is Prime Bae?

The “Prime Bae” campaign is Prime Video’s way of building a more personal, fun connection with its audience. As the first-ever Prime Bae, Varun Dhawan acts as the streaming platform’s insider—sharing exclusive updates, behind-the-scenes scoops, and quirky content with fans before anyone else. The idea is to give viewers a friend inside Prime Video, someone who brings them closer to their favorite shows and movies in a way that’s entertaining and relatable.

Sushant Sreeram, head of SVOD business at Prime Video India, explained,

“With Varun as our first-ever #PrimeBae, we aim to build an even more tight-knit community of super-fans, taking them deeper and helping them experience the inner world of Prime Video. Our shows and movies aim to entertain and immerse audiences in their world—why should the latest news on them not be entertaining too?”

Why This Campaign Works

• Relatable Humor: Dhawan’s persona as a fun-loving, down-to-earth Bollywood star makes him the perfect bridge between Prime Video and its audience. His wild ideas in the video are both self-aware and tongue-in-cheek, poking fun at over-the-top marketing while keeping fans engaged.
• Star Power: By involving a popular actor like Dhawan, Prime Video ensures that its campaigns reach a massive, diverse audience across India.
• Interactive Content: The Prime Bae campaign isn’t just about announcements—it’s about making viewers feel like insiders, with access to “never heard before” updates and behind-the-scenes fun.
• Cultural Relevance: By joking about Hindi titles and Indian festival traditions (like the Sutli bomb), the campaign speaks directly to Indian sensibilities while promoting a global film.

About Heads of State

Directed by Ilya Naishuller, Heads of State is a high-octane action-comedy featuring a star-studded cast: John Cena, Idris Elba, Priyanka Chopra Jonas, Paddy Considine, Stephen Root, Carla Gugino, Jack Quaid, and Sarah Niles. The film is packed with political twists, big laughs, and explosive action sequences, and is now streaming exclusively on Prime Video in English, Hindi, Tamil, Telugu, Malayalam, and Kannada.

The Future of Prime Bae

With the success of this campaign, Prime Video’s Prime Bae concept is set to become a staple of its marketing playbook. Fans can expect more wild stunts, exclusive scoops, and Varun Dhawan’s signature humor as he continues to be the face of Prime Video’s fan-first approach.