Why is this work relevant for Social & Influencer?

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.

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. In celebrating the fandom that had made Money Heist a global phenomenon as well as an Indian one, we wanted to get them to truly make the celebration and the farewell tour their own, not just with flair associated with the Spaniards, but also in the Indian fans’ own desi tadka! Evidently, social media would play a key role in frothing up Heist fever.

Describe the creative idea (30% of vote)

‘Jaldi Aao’ dropped on August 23rd, and was also supported by the talent on their own handles with 7 shorties, which included Jaldi Aao creator Nucleya, further amplified by influential celebrities as well as celebs from the Indian MTV universe. Bigg Boss, one of India’s most popular reality shows, also did a Money Heist special, which was further promoted on the show’s social media, including other leading talent from the MTV network. Pepsi launched 10Mn+ co-branded Pepsi golden packs - the first time ever on an entertainment partnership in India, with QR codes to lead fans to the largest virtual fan event where Indian fans said ciao to their beloved show with swag. The partnership also included a video featuring Bollywood actor Tiger Shroff. Along the way, Ayushmann Khurana, one of India’s biggest actors, also got into Heist fever with his rendition of Bella Ciao, to launch a merch contest.

Describe the strategy (20% of vote)

“Jaldi Aao” hit 43million organic views on release, and 200+ press mentions, the highest overall buzz Netflix had seen generated by a single title asset in 2021, also making it their best performing asset on Instagram ever. The MTV & Bigg Boss partnership hit views of 61million. The Pepsi partnership hit 5million views in <72 hours for just Tiger Shroff’s video! #pepsimoneyheistparty trended on Twitter, Facebook & Instagram, becoming the buzziest asset for any Netflix India partnership. The Pepsi Money Heist Party, the biggest Money Heist virtual fan event in India, had fans witnessing Bollywood stalwarts Norah Fatehi, Vishal & Shekhar (musicians), and Manish Paul (host) in action. #pepsimoneyheistparty trended on Twitter as well as set a new viewing record for Pepsi with over 9Million views in just 24 hours. The India Bole Ciao engagement with Ayushmann garnered 20million views and 150+ press articles, and over 50,000 entries.

Describe the execution (20% of vote)

This is 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

List the results (30% of vote)

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.