MONEY HEIST - SEASON 5 INDIA

Short List
TitleMONEY HEIST - SEASON 5 INDIA
BrandNETFLIX
Product / ServiceMONEY HEIST SEASON 5 CAMPAIGN
CategoryA01. Music Video
EntrantCREATIVELAND 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

Credits

Name Company Position
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

Background

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.

Describe the creative idea

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.

Describe the strategy

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.

Describe the execution

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.

Describe the outcome

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

Links

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