Bait

Shah (Riz Ahmed), a moderately successful but largely unknown London actor, is given the chance of a lifetime to be the next James Bond. When news of his audition leaks online, the actor finds himself swept up in a whirlwind of controversy and self-doubt. Created, co-written, and starring Ahmed, Bait succeeds at being both a hilarious comedy and a thoughtful exploration of family, community, and mental health. In short, it’s excellent.

This six-part series boasts an outstanding cast. Alongside Ahmed, it stars Guz Khan, Sheeba Chaddha, Sajid Hasan, and Aasiya Shah, all of whom play members of Shah’s boisterous family. The show is at its best when these characters are free to bounce off each other, which often involves a lot of creative insults. Ahmed and Khan are especially solid together, their real-life friendship serving as a strong foundation for their onscreen chemistry. It’s Khan who’s given the funniest lines, and he’s an absolute delight whenever he appears in a scene. Ritu Arya is another excellent addition as Yasmin, Shah’s ex-girlfriend, who’s a prominent part of a memorable escapade through Brick Lane.

Amongst the chaotic family comedy, Bait functions as a razor-sharp and frequently surreal satire of the media industry and the pressure it puts on those trapped within it. A posh gala pokes fun at the industry’s shallowness, and the press make absurd accusations about Shah. The whole situation takes such a massive toll on him that he starts conversing with a frozen pig’s head that talks like Patrick Stewart. As Shah’s mental stability continues its downward spiral, he becomes tormented by violent memories of the racism he faced when he was younger. All these themes and ideas are smartly woven into zany antics to create something that’s as inescapably human as it is funny.

Above all else, Bait is a celebration of community. South Asian culture is the beating heart behind the script. From constantly slipping between English and Urdu to featuring a lot of South Asian artists in the soundtrack, this series is a loving tribute to the roots of its cast and creators.

The possibility of a non-white actor being the next James Bond has been a hot-button topic in recent years. With Bait, Ahmed takes this idea and turns it on its head to deliver a laugh-out-loud comedy that’s also poignant and deeply personal.

Andrew Murray

Bait is released on Prime Video on 25^th March 2026.

Watch the trailer for Bait here: