Kyoorius Advertising Awards
Film

Netflix For All - Brand Campaign
Brand: Netflix
Client: Netflix India
Entrant: Creativeland Advertising Pvt Ltd

Baby Blue Elephant

Entry Title:	Netflix For All - Brand Campaign
Brand:	Netflix
Client:	Netflix India
Entrant Company:	Creativeland Advertising Pvt Ltd
Title:	ARRANGED MARRIAGE
Title:	Wrestler
Title:	Fire-fighter
Title:	case study
Description:	Culturally, India is a country where joint family culture exists. A huge percentage of these households have one TV. Hierarchical social and familial systems prize deference to the decisions and tastes of elders, their writs are almost unquestioningly adhered to. India is also a country that is evolving with mobiles and internet exposure. Netflix is one of the drivers of this change, helping people explore more individual tastes. Additionally, with India being a price sensitive market, Netflix had not translated into big subscriber numbers, being 4-5x more expensive than its competitors. Therefore, to gain subscribers, Netflix India’s vast content variety story – suitable for everyone’s needs, tastes and preferences – had to be the hero, supported with a price drop – an offering one couldn’t say no to. Netflix positioned itself as the OTT channel with a vast reservoir of content that provided tremendous social connections and cachet for the Indian consumer!
English Translation:	1.Wrestler Wrestler: “Dad, I like romantic films.” Wrestler’s Brother: “Have you lost your mind?” Wrestler’s Sister: “Sit down and start the fight scene.” Wrestler: “I don’t want to watch the fight scene.” Wrestler: “I like love triangles, I like rain songs, I like breakups and chiffon sarees, Bareilly ki Barfi (Movie Title, meaning - Barfi from Bareilly) , Oh! Baby (Movie Title) , OK Kanmani (Movie Title, meaning - Ok Loved one), Jab We Met (Movie Title, meaning - When We Met).” Wrestler: “I like Kissing Booth.” Wrestler’s Father: “Stop it!” Wrestler’s Father: “What is this tamasha (drama)?” Wrestler: “Yes, I like Tamasha (Movie Title, Meaning - Drama) too.” VO: There’s a Netflix for romance There’s a Netflix for action Now watch on any device for Rs 199. 2. Arranged Marriage Family muttering: “Please have something.” “No no, I’ve had enough.” Boy’s Mother: “Ask her.” Boy’s Father: “Dear, tell us something about yourself? What do you watch on Netflix?” Girl: “Sure…” Girl: “Hum Saath Saath Hai” (Movie Title, Meaning - We're all in this together) Girl: “Hum Aapke Hain Koun?” (Movie Title, Meaning - Who am I to you?) The family in unison: “Wow.” Girl: “Prem Ratan Dhan Payo” (Movie Title, Meaning - I got the wealth of the gem of love) Boy’s Grandmother: “How impressive!” Girl: “We are Family” (Movie Title, Meaning - We are a Family) Boy’s Grandfather: “K3G?” (Movie Title) Girl: “3 times sir…” Girl: “I also watch Stranger Things, Money Heist and Narcos” Boy: “And Squid Game?” Girl: “Of course.” VO: There’s a Netflix that everyone likes There’s a Netflix that you like Now watch on any device for Rs 199. 3. Fire-fighter The film opens to a firefighter carrying a 60-year-old, grandmother down the staircase of a burning building. The old woman is watching Money Heist on her phone. The fire-fighter is totally into her screen but the audio is in Tamil. Firefighter: Who’s this? Grandmother: “Berlin.” He carries her down the stairs, asking: “What did he just say?” Fire-fighter: “What are these two planning?” The grandmother, a little annoyed: “Tch.” The fire-fighter continues: “What is he saying?” “What did The Professor say on the phone?” “What is Tokyo saying so angrily?” “What is Helsinki-” Before he can finish, she says: “Stop!” She switches the audio to hindi handing him her phone, jumping out of his arms. She says, “So many questions. Enjoy, I will manage.” She leaves him watching the film in Hindi. VO: Netflix in your language Netflix dubbed in your language Now watch on any device for Rs 199.
Company Credits:	Creativeland Digital Technology
Company Credits:	Netflix India
Company Credits:	Early Man Films
Individual Credits:	Sajan Raj Kurup
Individual Credits:	Anu Joseph
Individual Credits:	Shalini Sinha
Individual Credits:	Ritesh Rao
Individual Credits:	Abhijat Bharadwaj
Individual Credits:	Lishoy George
Individual Credits:	Shyam Nair
Individual Credits:	Suyash Barve
Individual Credits:	Aneesh Ayyappan
Individual Credits:	Abhay Manachekar
Individual Credits:	Isha Nandi
Individual Credits:	Vaishali Mahajan
Individual Credits:	Ravindra Palekar
Individual Credits:	Ajit Shitole
Individual Credits:	Pratyush Sinha
Individual Credits:	Kinnari Sanghvi
Individual Credits:	Rupesh Ovhal
Individual Credits:	Karuna Sridhar
Individual Credits:	Nishant Raut
Individual Credits:	Payal Patnaik
Individual Credits:	Sonia Dhankani