PivotRoots has been appointed as the digital media partner for Daayra, the upcoming film directed by filmmaker Meghna Gulzar and starring Kareena Kapoor Khan and Prithviraj Sukumaran. The film is produced by Junglee Pictures and Pen Studios.

Through the partnership, the agency will lead the film’s digital media strategy to build anticipation and connect the film with relevant audiences in the lead-up to its theatrical release.

Shibu Shivanandan, founder and CEO, PivotRoots, said, “Digital has fundamentally changed how audiences discover and engage with films, with anticipation building well before a theatrical release. Daayra brings together a strong creative proposition, an acclaimed director and an exciting cast, giving us an opportunity to build digital momentum. Predictive analysis is also reshaping movie marketing, enabling data-led planning that goes beyond traditional reach and frequency models to focus on outcomes. At PivotRoots, we will combine audience intelligence, media strategy and performance to ensure Daayra reaches the right audiences and builds momentum towards its release.”