When a show strikes the right chord, it doesn’t just stay on screens, it creates a cultural movement. And that’s what First Copy on Amazon MX Player, Amazon’s free video streaming service has done. With its sharp, nostalgic tone and a title that practically writes its own punchlines, First Copy has sparked a trend no one saw coming. From FMCG to fashion and fintech, brands across sectors are joining in with a bold twist on their messaging, ‘Sirf ek original hai. Baaki sab first copy hai.’

The phrase, now synonymous with the series, has become a campaign theme adopted by everyone from Bikaji, Pulse, and Sunfeast, to Aashirvaad, Lee, Tata Soulful, Vadilal, each one tipping their hat to their own originality while nodding to the series that’s made “first copy” a part of everyday conversation. From crunchy snacks to digital wallets, dairy products to denim, the show’s influence is cutting across categories. Whether it's “Iske deewanepan ka koi match nahi! Pulse hi hai asli OG, baaki sab toh bas #FirstCopy!” or “Bikaji bhujia mein hai ORIGINAL BIKANERI JADOO! Baaki sab? #FirstCopy,” or “Sirf Sunfeast Dark Fantasy hai #HarDilKiFantasy, baaki sab #FirstCopy hai,” each activation cleverly inserts itself into the world of First Copy.

Each brand is celebrating their product’s authenticity, while cheekily nodding to the show’s core theme that in a world full of duplicates, there’s only one worth watching. As the campaign continues to grow, First Copy has sparked conversations with multiple brands wanting to be a part of it. And in the age of scrolls, shares, and smart marketing, that’s the real original win.

Boasting a powerhouse cast featuring Munawar Faruqui, Krystle D’Souza, Gulshan Grover, Saqib Ayub, Ashi Singh, Meiyang Chang, Inam Ul Haq, and Raza Murad in pivotal roles, First Copy is available to stream on Amazon MX Player for free, available through its own app, on the Amazon shopping app, Prime Video, Fire TV, Smart TVs, and Airtel Xtreme.