Smash The System

JioHotstar needed the film's pulse in a physical space — the rage, the survival instinct, the feeling of a man with nothing left to lose. Not a poster. Not a trailer loop. A way for a stranger to feel the character's adrenaline in their own hands.

A rage room, free to enter, built to take punishment. Participants walked in, picked up whatever they were handed, and let the film's themes out on everything breakable in sight. The queue never emptied. By the weekend it had become one of the floor's most-talked-about stops.

Highlights — Four hundred people stepped in, swung, and walked out lighter.