JioHotstar has rolled out a print campaign for its new comedy series The Paper across leading print publications. 

The OTT platform's new show is a spin-off of the popular American sitcom The Office, which was released in 2005.

The spin-off follows a quirky team of not-so-competent journalists, guided by their earnest editor, as they attempt to revive a struggling newspaper in an age where readers constantly question the relevance of print media.

To bring the premise alive, the print campaign features a self-aware, satirical front page execution that reflects the show’s humour and wit, while playfully engaging audiences through the very medium at the heart of the story.

What we think about it: The front page copy of the ad is witty and self-aware, using irony to question print’s relevance while proving its point through the very medium it critiques. But the layered meta-joke risks feeling too clever, leaving some readers confused about whether the focus is the show or the state of newspapers.