MONEY HEIST - SEASON 5 INDIA

Gold Spike

Case Film

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TitleMONEY HEIST - SEASON 5 INDIA
BrandNETFLIX
Product / ServiceMONEY HEIST SEASON 5 CAMPAIGN
CategoryD01. Use of Original Composition
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

With a show available in Hindi, Tamil and Telugu languages, Netflix India wanted to use Money Heist’s final season to orchestrate the biggest ever new customer acquisition heist. Additionally, we also wanted to show that for a non-Spanish speaking country like India, the Spanish in Money Heist itself would be no constraint, as Netflix was introducing numerous language dubs in India for the first time with Money Heist.

Describe the creative idea

Bella Ciao’ was the totemic masterpiece a rallying cry for Money Heist No doubt then, that Netflix wanted to play on it - to build anticipation before release, & to bid one of its most favourite shows farewell. Jaldi Aao” was born as the fans’ anthemic tribute to the show. Globally renowned DJ & musician Nucleya created a smashing rendition of lovelorn Indian fans’ plea to MoneyHeist. Crafted in several Indian languages, it showed how the diverse population of India had made Money Heist their own. It was further amplified by influencers and celebs drawn from across the country – just like the average Money Heist fan. Pepsi weighed in with special edition packs inviting fans to a special fan event, while Bhuvan Bam invited fans to join him in visiting Spain to personally bid farewell to the show.

Describe the strategy

A story of how a Spanish show took Netflix to Indian homes Money Heist, one of the most popular Netflix shows, gathered fandom like no other. For this global phenomenon’s swansong, Netflix wanted to celebrate the people who had turned the show into this phenomenon. So with a show available in Hindi, Tamil and Telugu languages, Netflix India wanted to use Money Heist’s final season to orchestrate the biggest ever new customer acquisition heist. It was necessary to ensure that Money Heist would live on long after its final episode was watched.

Describe the execution

Going big bang with all the jing bang, for mega impact. Money Heist explored over 200 brand partnerships with the likes of Pepsi, MTV, Amul, Zomato, Swiggy, Bumble, etc to expand the audience reach. They heavily used influencer marketing to tactically reach out to a diverse fan base. This included influencers and celebrities such as Nucleya, Anil Kapoor, Hardik Pandya, Rana Daggubati, Shruti Hassan, Radhika Apte, Vikrant Massey, Bhuvan Bam and Ayushmann Khurana. Much was implemented right before and after the release of the two volumes of the last season. The timing of the assets became critical in order to reduce and possible clashes, making them flow steadily to keep the conversation going. The campaign amplified the conversation online and offline, through graffiti, sticker newspapers, mask distribution and Pepsi cans. Running all the assets across social media, the campaign intended to create a both hype before and after the releases.

Describe the outcome

Money Heist became a pop culture moment with 200+ brands taking advantage of the buzz. Topping this list was Amul, whose topical posts a stamp of approval, of piercing the zeitgeist. Others included Zomato, Swiggy, Bumble, Mumbai Police, Parle G, Kotak Securities, PayTM, Nykaa, MakeMyTrip, JBL, Durex, Swiggy Instamart, Dunzo, Sony Sab and more. ‘Jaldi Aao’ garnered 43.5 million views across platforms, and over 200 press mentions. The Money Heist fan anthem has generated the highest overall buzz by a single title asset in India, also being shared by Ursula Corbero, who plays ‘Tokyo’ in the series. The first big brand partnership with Pepsi for Money Heist, included a TVC with Pepsi’s brand ambassador Tiger Shroff, a merchandising partnership, and a fan event. This was also the first ever product integration of this scale (10Mn+ impressions) on an entertainment partnership in India.

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