Netflix takes an innovative route to promote its new original series

Post the successful launch of ‘Sacred Games’, Netflix is all geared up for its second original series ‘Ghoul’. The series will be available on Netflix on 24 August

Ghoul is a horror mini-series created by Patrick Graham. It stars Radhika Apte and Manav Kaul. In February 2018, Netflix acquired the film and turned it into a miniseries. 

In order to promote the latest series, Netflix took an interesting yet innovative move wherein it has superimposed Ghoul symbol on the existing hoardings of Sacred Games.

Wavemaker worked on the campaign along with Kinetic as the OOH agency and Netflix’s in-house creative team.

Talking about the whole idea behind designing such innovative campaign, Shekhar Banerjee, Managing Partner, Wavemaker, said, “Ghoul was following the much acclaimed Sacred games launch with big Bollywood stars and we had a tall task to build cult for otherwise considered a niche genre content. Staying true to the Netflix brand our strategy was about ‘Disruptive Storytelling’. What you are witnessing is a continuous & connected experience across touch points driven by an ideal synergy between media and creative. Cheers to the agile yet rigorous pre-planning phase, we co-created the innovative comms solution vs fitting the ready creative across media vehicles.”

Further sharing the brief that came from Netflix, he explained that the only thing that came from the client was to create awareness and intrigue for first of its kind horror thriller series ‘Ghoul’. This is first of its kind for India market and for Netflix in India.

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