RED NOTICE - NETFLIX - BACHKE REHNA RE BABA

TitleRED NOTICE - NETFLIX - BACHKE REHNA RE BABA
BrandNETFLIX INDIA
Product / ServiceNETFLIX INDIA
CategoryA02. Brand or Product Integration into Music Content
EntrantCREATIVELAND ASIA Mumbai, INDIA
Idea Creation CREATIVELAND ASIA Mumbai, INDIA
Media Placement WAVEMAKER INDIA Mumbai, INDIA
PR WAVEMAKER INDIA Mumbai, INDIA
Production CATNIP Mumbai, INDIA
Post Production CATNIP Mumbai, INDIA
Additional Company NETFLIX Mumbai, INDIA
Additional Company 2 UMG FOR BRANDS 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. Brand Head
Tejas Ravindranath Creativeland Asia Pvt. Ltd. Executive Creative Director
Lishoy George Creativeland Asia Pvt. Ltd. Executive Creative Director
Jitesh Ramakrishan CreativeLand Asia Creative Director
Aman Aggarwal CreativeLand Asia Associate Creative Director
Royce Fernandes CreativeLand Asia Social Media Director
Vaishali Mahajan CreativeLand Asia Young Creative Partner
Pratyush Sinha Creativeland Asia Pvt. Ltd. Chief Strategy Officer
Kinnari Sanghvi CreativeLand Asia Creative Strategy Director
Apurva Srivastava CreativeLand Asia Creative Strategy Partner
Shardul Nanivadekar CreativeLand Asia Content Strategy Manager
Karuna Sridhar CreativeLand Asia Business Head
Nishant Raut CreativeLand Asia Creative Operations Director
Payal Patnaik CreativeLand Asia Senior Creative Operations Partner

Background

Netflix’s biggest blockbuster ever starred Dwayne ‘The Rock’ Johnson, Gal ‘Wonder Woman’ Gadot, and Ryan ‘Deadpool’ Reynolds. So whatever the campaign idea was devised, had to be done keeping these towering names in mind, so as to inculcate a long term fan following for a potential franchise money maker. Music launches for western films in India was a concept unheard of, despite being par for the course for Indian cinema. That’s when we decide to apply an Indian twist to one of the biggest western movies to come to Indian screens. Of course, keeping in mind the audience that Red Notice was meant as an entertainer for all. The key target for the campaign was to bring eyeballs to the Netflix screens come premiere day, and in the build up to it, drive chatter and excitement around the impending release, on social media.

Describe the creative idea

ndian cinema history, and therefore pop culture, is replete with heist films and confidence plots. Among the most iconic of them is one that quite literally warns one of evil gazes, and sleights of hand. And with that, we found the basis for two cultures to meet – with Red Notice, a film all about untrustworthiness, double and even triple crossing, with “Bach Ke Rehna”, a classic from Indian pop culture. With 2 radically diverse rappers coming together, the intent was to get sparks flying – especially through the visual artistry of Bombay’s famous Chor Bazaar slickly reimagined for all manner of criminal wizardry, spanning from the small fry to the big bucks white collar criminals. Because at the end of the day, in this world, the only person one can trust is themselves.

Describe the strategy

A ‘red notice’ alert issued by Interpol is the most severe lookout notice for an international criminal. Our strategy was to turn this very term into the centrepiece of the campaign – in a very Indian way, the “Lal Notice” (red notice in Hindi), that brought to life the high stakes world of the Indian underworld – no less breath-taking in pace than the actual events of Netflix’s Red Notice. Keeping with the plot of challenges and dares in Red Notice, we would issue a social media challenge to coax fans and viewers of the film alike to emulate and spread the word of Red Notice’s “notoriety”!

Describe the execution

To be showcased were several Indian scenarios of the sexier side of criminality in an Indian context, to grab eyeballs, for Netflix’s biggest release. We used rappers, who personify the hustle culture – Badshah & Divine, telling this tale, building on their stories of rising from unknowns to global celebrity, and revered on the Indian music scene for getting to where they are, based solely on their ability. Hence came about the idea of modern-day shadiness with a classic forewarning – full of the grandeur that Red Notice boasted, the high jinks it brimmed with – all breathtakingly told in the environs of the biggest hustling town of Bombay, and overlay those with key musings, with contemporary twists, in “Bach Ke Rehna”. Of course, with the iconic ‘red notice’ alerts from Interpol – the centrepiece of an international high speed heist story, brought to life by rappers Badshah & Divine.

Describe the outcome

2 of India’s biggest rappers coming together meant that the Bach Ke Rehna music video became not just Red Notice’s highest performing asset in India, but also garnered the highest views on Netflix’s YouTube channel in the quarter. The smashing results also drove the video to acquire the highest views for a non-trailer on Netflix YouTube in 2021 – gathering 28million views in 5 days post release, and still gaining traction even now! Total views till January 2021 were ~38million. All in all, making the Bach Ke Rehna music video one of the Top 5 most engaged assets in the quarter on Netflix’s YouTube. Another feather in the cap – the video witnessed the 2nd highest spike in google search for "Red Notice" in India on release - 83% higher than teaser and trailer release, usually the highest peaks besides release, with even mainstream newspapers talking about a

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