Why is this work relevant for Social & Influencer?

Red Notice was Netflix’s biggest movie ever. Imperative for us, then, was to grab more eyeballs than ever. So to create massive hype around the launch we brought together two of the biggest names from Indian entertainment who have never collaborated before plus an Instagram star. With music being a key part of every film release, we created such a buzz amongst the fans that it was a success even before it launched. We further leveraged the track by activating reels influencers and made Red Notice a part of popular culture.

Background

Netflix’s biggest blockbuster ever starred Dwayne ‘The Rock’ Johnson, Gal ‘Wonder Woman’ Gadot, and Ryan ‘Deadpool’ Reynolds. So the influencer campaign also had to be equally grand in scale, so as to inculcate a long-term fan following for a potential franchise money maker. With the headline event for the campaign being a blockbuster music video starring 2 of India’s biggest music sensations, Badshah & Divine, with able support from Jonita, another emerging talent, it was only obvious that music be the fulcrum around which the influencer leg also revolved. Additionally, big Bollywood names were also enlisted to drive awareness of not just the movie, but also the Instagram Reels challenge devised. The key target for the campaign was to drive positive sentiment for Red Notice on Netflix, while driving buzz and chatter for the film.

Describe the creative idea (30% of vote)

The big musical piece spearheading the campaign for Red Notice demanded that the influencer piece also included a heavy musical component. And with the foot-tapping style of Badshah, Divine, and Jonita, who regularly set dance floors on fire at weddings as well as in clubs, a dance challenge was inevitable. So it happened when Piyush Bhagat and Shazia Samji went freestyle on the original music video created for the campaign, which Netflix picked up and threw down a global gauntlet to emulate their creation.

Describe the strategy (20% of vote)

With the duo of Piyush and Shazia creating their moves for the dance challenge for Bach Ke Rehna and making Red Notice their own, Netflix then stepped in to take their efforts far and wide by giving them a platform on one of India’s most-watched brand handles. Through it, Netflix sparked a right riot of dance challenges that wouldn’t just spread this stellar anthem specifically created for Red Notice, but also for the film, therefore.

Describe the execution (20% of vote)

The execution was kept very simple: Recreate the steps, using the music from Bach Ke Rehna, the music track specifically created for Red Notice by 2 of India’s best creators of rap music. Post a Reel on Instagram. That simple! Of course, Netflix encouraged people to participate wholeheartedly by adding their own unique flavours. The challenge also tapped some of the hottest dancers across every part of India.

List the results (30% of vote)

The influencer campaign reached over 2.5 million viewers, with the reels being played over 2.7 million times – clearly hooking viewers, who watched it over and over again. It was also one of the most loved activations for Netflix in India, with over 281,000 likes, and so, playing a key role in driving Red Notice to become one of the most-streamed titles for Netflix India!