Riz Ahmed shines in Prime Video comedy series Bait that satirises representation and identity struggles

The six-episode comedy series ‘Bait’ streaming on Prime Video stars Riz Ahmed as Shahjehan Latif, a British-Pakistani actor auditioning for the iconic role of James Bond. Named after a great ruler but struggling with his own life, Shah chokes during the audition yet orchestrates a photo-op to generate buzz as the potential next Bond. This move brings immediate media attention but also triggers online trolling, racist abuse and an act of desecration at his doorstep, reminding him of past school bullying. Over four chaotic days, Shah tries to balance his acting ambitions, family expectations and religious identity while facing pressure from all sides. His supportive yet profanities-whispering mother Tahira, couch-philosopher father Parvez, cousin Zulfi who runs a Muslim-led car service, sister Q and ex-girlfriend Yasmin, a journalist critical of Western symbols like Bond, all add layers to his unravelling. Created by Riz Ahmed himself along with co-writers and directed by Bassam Tariq and Tom George, the show delivers sharp humour mixed with surreal and bizarre moments. It boldly satirises debates around non-white representation in Hollywood, biases against Pakistanis in British society and the suffocating aspects of community identity. Riz Ahmed delivers a brilliant performance, exposing his character’s shallowness and overthinking while the supporting cast including Guz Khan and Sheeba Chaddha shine. The series uses an eclectic score, even featuring an Ilaiyaraaja song, to highlight broader South Asian experiences in the West. Ultimately, ‘Bait’ portrays the challenges faced by non-white actors in a rigged system of representation, blending laughter with deeper commentary on ambition, belonging and cultural politics in modern Britain.