Summary
- Campaign: Announcement of Sitare Zameen Par
- Focus: Using a humorous father-son dynamic to build anticipation for Aamir’s movie on digital platform
- The commercial was part of a disruptive marketing move to launch Aamir Khan Talkies on YouTube, utilizing a pay-per-view model
In July 2025, Aamir Khan released a viral promotional video titled “Baap-Bete Ki Nayi Scheme” to announce that his film, Sitaare Zameen Par, would release on YouTube before any OTT.
Ad plot
The ad is a self-aware parody of the 1994 cult classic Andaz Apna Apna, featuring Aamir and his son, Junaid Khan, in their first-ever on-screen collaboration.
- Aamir walks into a room and catches a man watching his new film on a phone. The man reveals it is a “new scheme” by Aamir’s son.
- Junaid appears dressed as his father’s character, Amar, from Andaz Apna Apna. He butter-ups Aamir by calling him a “maha purush” (great man).
- Aamir humorously dismisses Junaid’s “bright ideas,” claiming they previously ruined him with projects like Thugs of Hindostan and Laal Singh Chaddha.
- When Junaid reveals he turned down a ₹100 crore OTT deal to release the film on YouTube for just ₹100, Aamir screams, “Nikamme! Namakool! Nepo kid! Yeh kya kiya tune?” (Useless! Nepo kid! What have you done?).
- The ad features a cameo by Aamir’s younger son, Azad Rao Khan, and an appearance by director Rajkumar Santoshi.
Reception & Recall
The ad went viral instantly, with viewers praising the natural chemistry and the surprisingly good comic timing of Junaid Khan.
- Audiences loved seeing Aamir Khan poke fun at himself. By mocking his own “perfectionism,” he made the brand of the film feel more light-hearted and accessible.
- Aamir later reported that the YouTube release netted business 20 times higher than normal expectations for such a model.
