Brand integrations & real-life issues propel Kho Gaye Hum Kahan to #1 trend on Netflix

Netflix’s recent release, ‘Kho Gaye Hum Kahaan’, is garnering acclaim from both audiences and critics, and is currently trending at #1 on the platform. Produced by Excel Entertainment and Tiger Baby, ‘Kho Gaye Hum Kahan’ is hailed as the GenZ version of classics like ‘Dil Chahta Hai’ and ‘Zindagi Na Milegi Doobara’. The film features a talented cast, including Ananya Panday, Siddhant Chaturvedi, Adarsh Gaurav, and Kalki Koechlin, under the direction of Arjun Varain. This friendship trio navigates real issues faced by individuals in their mid-twenties, exploring themes such as social validation, desire, the clash between digital and real worlds, loneliness, addiction, friendship, and childhood trauma.

Not only does ‘Kho Gaye Hum Kahan’ enthrall audiences with its compelling narrative, but it also establishes a standard for seamless integration of brands into the storyline. During the pandemic, the movie business was heavily affected, leading to a pause in brand integration. However, with a resurgence in hits this year, including movies like ‘Pathaan’, ‘Jawaan’, ‘Dunki’, and ‘Animal’ dominating the box office, along with a plethora of OTT releases, brands have also begun to reintegrate with films.

Let’s take a closer look at some of the brand associations with ‘Kho Gaye Hum Kahaan’...

Tinder

Tinder is seen as one of the most displayed brands in the film. The film contains several scenes of the actors using Tinder mostly to showcase the dating habits of the current generation.

KFC

The KFC chicken bucket is seen on the table when the four friends are enjoying a wholesome fried chicken meal at home.

Zomato

The KFC meal is delivered by Zomato, which has been received by Ananya Panday aka Ahana.

Reebok and Nike

The film has numerous collaborations with sports and clothing brands. As an illustration, Adarsh Gourav aka Neil in the film, is seen wearing a Nike jersey. Likewise, Malaika Arora, who makes a guest appearance, is seen donning a Reebok outfit during a workout scene.

Bisleri

Ananya Panday is seen sipping water out of a Bisleri bottle.

Gucci

Adarsh Gaurav aka Neil is seen gifting a Gucci bag to his girlfriend on her birthday.

Isopure

Ananya Panday (Ahana) and Adarsh Gaurav (Neil) are seen consuming Isopure’s Whey Protein.

Boddess Beauty

Ananya Panday (Ahana) is seen ordering cosmetics online from this e-commerce platform.

Izumi

A Japanese restaurant located in Bandra is mentioned in a conversation between two characters in the film.

Other than the brand integration the movie managed to create and continue the buzz because of its quirky campaigns and promotions.

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Netflix brings three generation of cinema together with its out-of-the-box campaign OOH campaign placed at Bandra, Mumbai highway.

Post the release the film is also investing on content marketing to increase the buzz online.