Riz Ahmed’s Bait: A Sharp, Humorous Take on Fame and Family

Bait is a clever six-episode series created by Riz Ahmed, blending semi-autobiographical storytelling with biting industry satire. Ahmed stars as Shah Latif, a rapper-turned-actor from a lively West London Pakistani Muslim family, who faces the prospect of replacing Daniel Craig as James Bond. The show explores Shah’s fear of becoming ‘bait’—naff, obvious, or co-opted by the establishment—while satirising the pressures of the entertainment industry. Part sitcom, part surrealist commentary, Bait channels humour through sharp dialogue that mixes Urdu, Arabic, and London vernacular, especially in exchanges with Shah’s cousin, Zulfi (Guz Khan). The series shines when Ahmed interacts with an ensemble cast, including Sheeba Chaddha as his nuanced mother and standout cameos from Himesh Patel, Nabhaan Rizwan, Sagar Radia, and Ritu Arya. Bait balances laugh-out-loud set pieces, like Bond parodies and a Brick Lane rickshaw chase, with authentic family drama, though some self-indulgent moments—like Shah soliloquising with a pig’s head—feel overstretched. Overall, the series is a humorous, self-aware look at fame, cultural identity, and professional rivalry, offering both entertaining satire and heartfelt performances, and setting the stage for a promising second season.