WRESTLER FAMILY

TitleWRESTLER FAMILY
BrandNETFLIX INDIA
Product / ServiceMONEY HEIST SEASON 5
CategoryA04. Media / Entertainment
EntrantCREATIVELAND ASIA Mumbai, INDIA
Idea Creation CREATIVELAND ASIA Mumbai, INDIA
Production EARLY MAN FILM PVT LTD Mumbai, INDIA

Credits

Name Company Position
Sajan Raj Kurup Creativeland Asia Creative Chairman
Shalini Sinha Creativeland Asia Planner
Abhijat Bharadwaj Creativeland Asia Pvt. Ltd. Executive Creative Director
Aneesh Ayappan Creativeland Asia Writer
Lishoy George CreativeLand Asia Executive Creative Director - Art
Anu Joseph Creativeland Asia Pvt. Ltd. Chief Creative Officer
Vaishali Mahajan CreativeLand Asia Young Creative Partner
Payal Patnaik CreativeLand Asia Senior Creative Operations Partner
Ritesh Rao CreativeLand Asia Branch Head
Nishant Raut CreativeLand Asia Creative Operations Director
Kinnari Sanghvi CreativeLand Asia Creative Strategy Director
Pratyush Sinha Creativeland Asia Pvt. Ltd. Chief Strategy Officer
Karuna Sridhar CreativeLand Asia Business Head
Sonia Dhankani Creativeland Asia Pvt. Ltd. Young Creative Partner
Gurdiksha Kaur CreativeLand Asia Copywriter on the campaign

Write a short summary of what happens in the film

Individual expression has always been a challenge in traditional, conservative Indian families, which prize deference to the decisions and tastes of elders, whose writs are unquestioningly adhered to. But it is also a country that is changing, with mobiles and internet at this evolution’s centre, and Netflix is one of the drivers of that change – helping people explore more individual tastes, partaking therefore in the evolution of pop culture. Netflix highlighted one such situation in this film to bring alive its catalogue’s diversity: the typical day ender where everyone gets together to watch what the patriarch decides. However, the twist in the tale is when the flagbearer of the new generation breaks free to assert his individuality through his movie preferences, going not just against the patriarch, but also against perceptions of him through his ‘profession’ – a wrestler who’s a bit of a softy at heart!

Cultural / Context information for the jury

While Netflix has always had aspirational value, it had not translated into big subscriber numbers in India, the way it had for other OTT services. Price also played a part in this, with Netflix being almost up to 4-5x more expensive annually than the next most expensive OTT platform. Netflix India’s variety had to be the hero, therefore, supported with a price drop for greater attractiveness for the service – through diametrically different entertainment tastes: romance v/s action, or family-friendly v/s solo viewing This was to be showcased through how Netflix was always a talking point in any social situation because even Netflix water cooler chats bring people to the service to at least get a sneak peek of what the latest talk of the town is! Netflix was therefore positioned as the OTT channel that provided tremendous social connections and cachet for the Indian content consumer!