Netflix India: Money Heist – India Bole 'Bella Ciao'

Netflix, a streaming service, built a campaign around the fourth season of Money Heist to grow viewership, engagement and monthly active users among Indians aged 18-to-40 years old.

The marketing objective

Money Heist has been one of the most successful IPs of Netflix. The final season of Money Heist was going to stream on Netflix, bringing the story of The Professor and his bank-robbing gang to a dramatic close.

The crime drama, which hails from Spain, had become both an international and local sensation, amassing legions of die-hard fans.

While this was the most anticipated finale for the fans of Money Heist, this was also our last chance to leverage the strength of the IP to bring the non-fans of Money Heist on the platform by creating enough...

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