Netflix ‘#netflixforall’

Netflix India’s big challenge, after a few years in the country, was that it was not being seen as a popular entertainment destination for enough people, catering only to those with niche tastes and those with a disposition for international content. In a market where a mix of other global players such as Disney+ Hotstar and Amazon’s Prime Video, along with local OTT platforms such as Sony Liv, Voot & Alt Balaji were pushing local and regional content hard, the objectives were clear – break the myth of “not meant for me” by letting everyone know that Netflix has content that appeals to their uniquely Indian tastes. Through this effort, the value perception for Netflix would also be enhanced, being one of the most expensive OTT platforms in India.

The campaign involved showcasing the different genres of video entertainment housed on Netflix India, while also taking the route of breaking perceptions by showcasing how people have diverse entertainment needs that Netflix meets, often running contrary to expectations, with delightful and uplifting twists.