|Title||MONEY HEIST - SEASON 5 INDIA|
|Product / Service||MONEY HEIST SEASON 5 CAMPAIGN|
|Category||A01. Music Video|
|Entrant||CREATIVELAND ASIA Mumbai, INDIA|
|Idea Creation||CREATIVELAND ASIA Mumbai, INDIA|
|Media Placement||WAVEMAKER INDIA Mumbai, INDIA|
|Production||JUGAAD MOTION PICTURES Mumbai, INDIA|
|Post Production||JUGAAD MOTION PICTURES Mumbai, INDIA|
|Sajan Raj Kurup||Creativeland Asia Pvt. Ltd.||Creative Chairman|
|Shalini Sinha||Creativeland Asia Pvt. Ltd.||CI & Strategy|
|Anu Joseph||Creativeland Asia Pvt. Ltd.||Chief Creative Officer|
|Ritesh Rao||Creativeland Asia Pvt. Ltd.||Branch Head|
|Abhijat Bharadwaj||Creativeland Asia Pvt. Ltd.||Executive Creative Director|
|Sushant Barua||Creativeland Asia Pvt. Ltd.||Executive Creative Director|
|Gurdiksh Kaur||Creativeland Asia Pvt. Ltd.||Creative Partner|
|Aneesh Ayyappan||Creativeland Asia Pvt. Ltd.||Creative Partner|
|Pratyush Sinha||Creativeland Asia Pvt. Ltd.||Chief Strategy Officer|
|Kinnari Sanghvi||CreativeLand Asia||Creative Strategy Director|
|Nishant Raut||CreativeLand Asia||Creative Operations Director|
It was the final season of Money Heist. Given its availability in three major local Indian languages, our key goals were to create a campaign that takes the show wider than ever before in India, build anticipation and rev-up the fans and keep the iconic franchise live even after the show was over.
We created a Fan Anticipation Anthem -an Indian rendition of ‘Bella Ciao song’ using multiple local languages, with a tweak to chorus lyrics saying “Jaldi Aao” (come soon) in colab with global Indian artist Nucleya, and video featuring hundreds of Money Heist fans, including celebrities. Jaldi Aao became the war cry for MoneyHeist across multiple touch points of this campaign.
Building from fans’ anticipation for the final season of Money Heist spawned the idea of creating a uniquely Indian fan anthem as the centrepiece of the campaign, around which the 2 legs of the campaign were devised. The idea was to showcase how broad-based the fan following was and how all-consuming their desire was to find out what happened in Season 5 of Money Heist – from the average person to India’s varied world of celebs, across sportspersons, actors and singers. It was also important to showcase how that was becoming their sole pursuit to find out, and therefore to show how the brotherhood of Money Heist in India just absolutely could not wait to lay eyes on the final season.
The campaign was implemented across India. The music video ran on all digital platforms, music channels. The music video ran from September 2021 to December 2021. It was the biggest ever campaign for a show in India.
The ‘Jaldi Aao Anthem’ got 43.5 million views. Part 5 outperformed all previous Money Heist seasons in India with a 43% increase in viewership. Of which 40% consumed the Dubs. Money Heist was in the top 10 for 14 weeks and became the best ever global title performance in India. 1600+ major influencers 36% increase in YouTube subscribers 24% increase in Instagram followers