Riz Ahmed Leads Bait As Prime Video Reimagines Bond

For generations, the mantle of James Bond has been a near-mythic aspiration for actors—especially those who grew up in Britain. Now, the feverish speculation over who will become 007 in Amazon’s first Bond film is fueling the plot of a new Prime Video series that’s already generating buzz of its own. Bait, a genre-blending comedy-drama starring and co-created by Academy Award winner Riz Ahmed, is set to debut globally on March 25, 2026, with all six episodes available to stream in over 240 countries and territories.

At its core, Bait follows Shah Latif, a struggling British-Pakistani actor from London, as he faces the audition of a lifetime: a shot at becoming the next James Bond. But what should be a career-defining moment quickly unravels into four days of chaos, self-doubt, and viral fame, as Shah’s world—and the world around him—spirals out of control. According to io9, the series captures the moment Shah’s audition goes viral, with the public, his family, and even his ex-lover weighing in on whether he is the right man for the job. The reactions range from pride and hope to confusion and skepticism. As one scene shows, Shah’s father asks, “Did Daniel Craig die?”—a moment that’s both humorous and telling of generational gaps and expectations.

But Bait isn’t just a comedy about show business mishaps. As British GQ reports, the show is a “madcap-psychodrama, part meta-satire, part espionage-thriller, all surging with adrenaline a la Uncut Gems.” The narrative opens with Shah’s tuxedoed Bond screen test—a captivating cold open where Ahmed’s performance channels all the debonair confidence one expects from 007. Yet, disaster strikes: Shah forgets his lines and leaves the studio dejected, adding another failure to his list. Still, fate intervenes. As Shah exits, a paparazzo snaps his photo, and soon, the rumor mill explodes. In the court of public opinion, Shah is suddenly Bond-elect, with social media—especially TikTok—championing the idea of a non-white Bond and giving Shah a second chance at the role.

This sudden fame is a double-edged sword. On the one hand, Shah’s stock skyrockets, and he seems poised to fulfill his long-held potential. On the other, he faces a torrent of racist backlash, including a disturbing incident where a severed pig’s head is thrown through his Muslim parents’ window. The show deftly explores the intersections of cultural identity, assimilation, masculinity, and class. “It’s comedy. It’s also trying to look at some emotional things. It’s about family, it’s about ambition, it’s about trying to belong,” Ahmed told British GQ. He added, “For Shah, [Bond] is the ultimate symbol of success and acceptance. Of cinematic achievement, alpha masculinity. He’s everything that he wishes he was, and is not. Decisive, desirable, in control. And so his pursuit of Bond is actually about wishing he was someone else.”

Despite the parallels between Ahmed and his character—both are British-Pakistani actors who have been the subject of Bond rumors—Ahmed insists Bait is not autofiction. “Look, obviously there’s some of me in Shah. But I hope there’s some of everyone in Shah, in the sense that he’s looking for love in all of the wrong places. We’re chasing the likes of strangers rather than loving ourselves,” he reflected. The series draws on Ahmed’s own experiences but is ultimately a universal story about seeking validation and acceptance—in one’s family, career, and culture.

The show’s richly drawn cast of characters adds further depth. Guz Khan plays Shah’s cousin Zulfi, an entrepreneurial hustler running a quirky Uber knock-off for British Muslims. Ritu Arya appears as Yasmin, Shah’s ex-girlfriend, while Sheeba Chaddha, Sajid Hasan, Aasiya Shah, and Weruche Opia round out the ensemble. In a particularly inspired casting choice, Sir Patrick Stewart takes on a prominent, “unexpected” role, written specifically for him. “He was our first choice. We’d written it around him. I mean, his words were that he’d never read anything quite like this,” Ahmed said, according to British GQ.

Behind the camera, the creative team is just as impressive. Ahmed serves as showrunner alongside Ben Karlin, known for his work on The Daily Show. The series is executive produced by Ahmed and Allie Moore for Left Handed Films, with Jake Fuller for Jax Media. Production is handled by Jax Media and Amazon MGM Studios, ensuring the show’s high production values and global reach. As Amazon News highlights, Prime Video’s worldwide availability means Bait will be accessible to a vast audience, with membership options and discounts making it widely attainable.

What truly sets Bait apart is its tonal complexity and willingness to tackle big questions. The show oscillates between laugh-out-loud moments and raw, emotional drama. Shah’s family, for instance, switches between Urdu and English in their conversations, reflecting the lived realities of many immigrant families. The series doesn’t shy away from the psychological toll of public scrutiny, as Shah’s mind unravels under pressure. “He wants to be accepted as British. He wants to be accepted as a successful actor. He wants his parents to be proud of him, and his dad who always says, ‘What do you even do, man? I watch TV all day and I never see you on it,’ he wants him to be proud,” Ahmed explained.

Critics who have previewed the series, such as those at British GQ, have praised its originality, confidence, and idiosyncratic charm. The show’s genre-bending approach—melding comedy, drama, satire, and thriller—mirrors the contradictions and complexities of Shah’s own life. “I love this idea that this guy is auditioning to be the next James Bond, but when word gets out that he might be the next James Bond, very quickly his life starts to mimic the role he is auditioning for,” Ahmed said. “In many ways, this thing that he wants to be, he already is, just by living in this body in this time. He’s already in the chase sequence, man. He’s just chasing validation, and being chased by his inner critic.”

With its blend of sharp humor, emotional honesty, and razor-sharp social commentary, Bait promises to be one of the most talked-about series of 2026. Whether you’re a Bond aficionado, a fan of Riz Ahmed, or simply looking for a series that balances entertainment with real-world resonance, Bait is poised to deliver a viewing experience as unique as its premise. The world will be watching when Shah Latif’s four chaotic days hit the screen—and perhaps, see a bit of themselves in his search for belonging and validation.