New Delhi: In a first for India’s social media landscape, Shah Rukh Khan and his son Aryan Khan have launched the country’s first Instagram “Secret Reel” in partnership with Meta. The initiative coincides with the release of Aryan’s directorial debut, The Ba**ds of Bollywood, now streaming on Netflix. The unique feature offers fans a hidden behind-the-scenes look, accessible only through a special password embedded within the series itself.
An experimental Instagram feature
The “Secret Reel” format is part of Meta’s experimental rollout, designed to merge storytelling with social media engagement. Unlike standard Reels, these hidden posts can only be unlocked with a passcode — a concept that adds an element of gamification to digital viewing.
In this case, the password to the exclusive behind-the-scenes reel is tucked into Episode 6 of the Netflix series, at the 4:22 mark. Fans who spot the clue can return to Instagram, enter the code, and access a hidden reel featuring candid moments from the making of the show.
Meta has confirmed that the feature is currently in testing on Instagram, with The Ba**ds of Bollywood serving as one of its first pilot campaigns.
A digital treasure hunt for fans
What started as a simple promotional gimmick has quickly evolved into an interactive fan movement. Social media timelines are now buzzing with fans decoding and sharing hints about the passcode, while others are exchanging theories and easter eggs linked to the series.
The process is simple but innovative: scan the QR code displayed in select Netflix promotions, open the corresponding Instagram reel, enter the passcode, and gain access to the hidden content. This seamless flow between platforms bridges streaming and social media in a way rarely seen before in India’s OTT ecosystem.
The minds behind the project
The Ba**ds of Bollywood marks Aryan Khan’s debut as a director, while his father Shah Rukh Khan serves as a creative collaborator on the promotional campaign. The show is produced by Gauri Khan under Red Chillies Entertainment, the banner behind several major Bollywood productions.
The series stars Lakshay Lalwani as protagonist Aasman Singh, alongside Sahher Bambba and Raghav Juyal in pivotal roles. Blending elements of satire and dark humour, the series explores the chaos and contradictions of the Hindi film industry.
Meta’s vision for “Secret Reels”
According to Meta, the “Secret Reel” feature aims to help creators and OTT storytellers extend the life of their content beyond the screen. By embedding interactive clues within shows or music videos, creators can drive repeat viewing and build sustained engagement on Instagram.
A Meta spokesperson said, “The idea behind Secret Reels is to connect moments of curiosity within long-form storytelling to interactive experiences on social media. It’s a bridge between streaming and sharing.”
The feature could potentially open new avenues for digital marketing and fan engagement, especially in India’s booming OTT sector.
A new chapter in digital storytelling
Industry watchers see this move as a strategic alignment between streaming and social platforms. With Indian audiences spending increasing time across both mediums, features like Secret Reels could redefine how entertainment campaigns are structured — blending storytelling, mystery, and interactivity.
For Shah Rukh Khan, known for his innovative promotional approaches, the campaign continues his legacy of connecting with fans in fresh and unexpected ways. For Aryan Khan, it represents both a creative experiment and a clever marketing manoeuvre for his debut project.
The road ahead
As of now, Meta has not confirmed when or if Secret Reels will be rolled out more widely. However, early engagement metrics reportedly show strong user response, especially among younger audiences drawn to gamified digital experiences.
If successful, this could set a precedent for other OTT players and creators looking to blur the line between on-screen storytelling and social media interactivity.
With The Ba**ds of Bollywood already generating buzz for its narrative and aesthetic, the Secret Reel drop has only amplified curiosity — ensuring that the Khans’ latest collaboration remains one of the most talked-about digital events of the season.