Kyoorius Advertising Awards
Online Films > 30 to 60 Seconds
KYOORIUS ADVERTISING AWARDS - Film (Online Films > 30 to 60 Seconds)
Netflix For All - Netflix Aapki Bhaasha Mein!
Client: Netflix India
Entrant: Creativeland Advertising Pvt Ltd
Baby Blue Elephant
|Netflix For All - Netflix Aapki Bhaasha Mein!
|Creativeland Advertising Pvt Ltd
|Social diversity in India is an understatement, especially when it comes to entertainment choices and decisions. Languages, tastes, and preferences spread over a wide spectrum, for different kinds of people across different regions in India. When catering to a country with so much diversity, a platform like Netflix needs to be able to speak to the audiences in the way the audiences prefer.
Netflix highlighted one such situation in this film to bring alive its language diversity: a Hindi speaking firefighter curious about a popular Spanish show being watched by an old lady in Tamil. Netflix interestingly showed how it offers the shows of your choice in the language of your choice.
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!
|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?
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.
Netflix in your language
Netflix dubbed in your language
Now watch on any device for Rs 199.
|CREATIVELAND DIGITAL TECHNOLOGY
|EARLY MAN FILMS
|Sajan Raj Kurup