The goal of the marketing campaign for Paatal Lok ("Underworld" in English) was to convey a "neo noir" vibe and give a sense of the violence and danger that the series is steeped in, and to match the gritty cinematography of the series.
There was not an opportunity for a photoshoot with the cast, so we had to rely on stock photography and our internal shoot with a stand-in model. We conceived of a contemporary, twisted Indian god with many arms, that wielded various weapons. Some of the weapons were less obvious ones, such as the news channel microphone.
The key art received accolades from the clients and was even noticed by the show runners as an essential extension of their story. The series has received numerous awards and nominations and became one of Amazon India's most-watched series.