Netflix's innovative campaign unleashes 'SoupSalu' to Stir Excitement for Killer Soup
Netflix India has once again demonstrated its prowess with a groundbreaking campaign for its upcoming Original show, "Killer Soup." The streaming giant collaborated with The Rabbit Hole for the campaign conceptualization and execution, while YoungGun & Kofluence joined as campaign amplification partners.
The Birth of SoupSalu: A 'Soup-er' Fan in Search of the Killer Soup
To generate anticipation for the peculiar and thrilling world of "Killer Soup," Netflix conceived the idea of creating a social media influencer from scratch. Enter 'SoupSalu,' an Instagram personality on a mission to find the ultimate killer soup. Drawing inspiration from the trend of 'Daily Posters' on Instagram, Netflix aimed to engage the audience with SoupSalu's daily quest for the bizarre in the realm of soups.
The Daily Poster Phenomenon and SoupSalu's Unique Journey
The concept was simple yet intriguing: SoupSalu would consume a variety of bizarre soup combinations daily until he discovered his "killer soup." The catchphrase, "Killer soup kab milega?" became the rallying cry for the community to support SoupSalu on his quest.
What sets this campaign apart is the unexpected choice of the influencer – Salu, who is a spot boy by profession. This audacious move reflects the streaming giant's commitment to pushing creative boundaries.
SoupSalu's Rise to Stardom and Community Engagement
In just 45 days of consistent posting, SoupSalu's Instagram page garnered over 100k followers and accumulated over 10M views on his content. The community actively participated, mimicking SoupSalu's signature catchphrase, "Helle Gaiz," and demanding the elusive Killer Soup on his behalf.
The movement spilled onto the streets of Mumbai and Delhi, with fans wielding placards demanding answers. A prominent billboard featuring SoupSalu intensified the anticipation, showcasing the growing support for the quest.
Netflix's Unique Revelation and Collaboration with SoupSalu
As SoupSalu's popularity skyrocketed, he discovered Netflix's involvement in a show named 'Soup.' Suspecting a connection, SoupSalu appeared outside the Netflix office seeking answers. The intrigue reached its peak when Netflix unveiled the answer through a creative date announcement, sparking excitement across social media.
In a surprising twist, SoupSalu finally sat down for a bowl of soup with the leads from "Killer Soup," Manoj Bajpayee and Konkona Sensharma.
Building Momentum with On-Ground Support and Billboards
On-ground support from fans and a massive billboard featuring SoupSalu further escalated the campaign. The billboard also hinted at Netflix's appreciation for the performances of Manoj Bajpayee and Konkona Sensharma in "Killer Soup."
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