Prime Video’s fresh comedy series starring Riz Ahmed is set to air this month
Last updated: 13th of March 2026 
A new trailer for Riz Ahmed’s television series, “Bait”, has just landed, and it looks like a barrel of laughs. With Guz Khan supporting, there are sure to be some side-splitting moments. With only a week away from premiering, Prime Video unleashes its final promotional clip to lure audiences.
Desi Representation
With what looks like a fluid script of comedic moments, the production crew seems to have got their ducks in a row. From gag moments and small details — like social media comments calling him a “baffled meerkat” — and his father asking if “Craig Daniel” had died — it taps into multigenerational humour, while also representing the diaspora, which has been poorly characterised for years. Could this be the moment for South Asian actors? Given we have been ignored in the arts for years, let’s hope so.
‘Bait’: Plot and Cast
The show follows Shah Latif, a struggling actor with dreams of making it big in the movie business. But when the opportunity of a lifetime comes knocking to audition for the role of James Bond, word spreads, turning his world upside down, making his life more complicated than he ever wanted it to be.
The limited 6-episode series features a host of familiar names, including Guz Khan (Man Like Mobeen), Ritu Arya (Polite Society, Umbrella Academy), Weruche Opia (Harlots, Star Wars: Obi-Wan Kenobi), Maxine Peake (Theory Of Everything, I Swear), and Himesh Patel (Yesterday, Tenet).
Release Details
“Bait” is scheduled to be released on the 25th March 2025 exclusively on Prime Video.
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