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 tours 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.