Netflix India: Navarasa – 9 days, 9 emotions

Netflix India, a streaming service, launched 'Navarasa', a 9-episode Tamil anthology series, to position itself as a strong player, increase awareness of Tamil content, build anticipation for the title and drive conversations.

The marketing objective

Netflix is a well-known global player in India. The brand enjoyed high awareness but was low on consideration. Indians felt Netflix content is "not for me". After Hindi, Tamil is the most consumed language in Indian content and so, we had to position Netflix as a strong player in regional India by showcasing it as a destination for 'best in class, Tamil content'.

Navarasa was the best bet for Netflix - it brought together over 45 leading names in the industry (including cast, producers, directors & technical crew) and the best of the industry had worked probono,...

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