Write a short summary of what happens in the film

To be showcased were several Indian scenarios of the sexier side of criminality in an Indian context, to grab Indian eyeballs, for Netflix’s biggest release. We used rappers, who personify the hustle culture in India – Badshah & Divine, telling this tale, building on their stories of rising from unknowns to global celebrity, and revered on the Indian music scene for getting to where they are, based solely on their ability. Hence came about the idea of modern-day shadiness with a classic forewarning – full of the grandeur that Red Notice boasted, the high jinks it brimmed with – all breathtakingly told in the environs of the biggest hustling town of Bombay, and overlay those with key musings, with contemporary twists, in “Bach Ke Rehna”. Of course, with the iconic ‘red notice’ alerts from Interpol – the centerpiece of an international high-speed heist story was brought to life.

Cultural / Context information for the jury

Red Notice was Netflix’s biggest movie ever. Imperative for us, then, was to grab more eyeballs than ever. Naturally, in a manner that stacked up against the film’s scale because of the names involved. The campaign was devised with colossal names from Indian entertainment. With music being a key part of every film release, we created a music video bringing together 2 bestsellers - Badshah and Divine, from different rap schools to recreate Indian cinema’s most loved confidence catchphrases, with the sheer grandeur of Bombay’s shadier side – white-collar crime, Chor Bazaar, and of course, every local conman ever. The key target for the campaign was to bring eyeballs to the Netflix screens come premiere day, and in the build-up to it, drive chatter and excitement around the impending release, on social media.