Netflix India: Minnal Murali – the Malayalam superhero

Netflix, a streaming service, launched its new film with a video montage on the side of Dubai's newest landmark to establish itself as the destination of choice for regional South Indian content and create conversations around key characters.

The marketing objective

With the launch of Tamil and Telugu movies such as Paava Kathaigal, Pitta Kathalu, Jagame Thandhiram and Navarasa, Netflix indicated a revamp in their content strategy to tap into the South Indian market. With the launch of Minnal Murali, Netflix was placing another huge bet in the regional movie space.

Set in the 90s, Minnal Murali (translated as Lightning Murali), is an origin story of Jason, an ordinary man-turned-superhero Murali, who is struck by a bolt of lightning, which bestows him with special powers.

Minnal Murali was touted to be Malayalam cinema's first Superhero film in a...

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