|Title||MONEY HEIST - SEASON 5 INDIA|
|Product / Service||MONEY HEIST SEASON 5 CAMPAIGN|
|Category||D01. Use of Original Composition|
|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|
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.
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.
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.
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.
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.