The communication goal
"AK vs AK" a Bollywood movie from Netflix starring Anil Kapoor and Anurag Kashyap was slated to be released in December of 2020. It was Netflix's effort to attract the Bollywood masses that have a strong palate for quintessential desi potboilers. However, it was a dark comedy thriller - a genre which leads to dismissal in consideration. And, with no A-lister in the cast, it was a difficult task to market this movie.
The task was to create unique film-specific benefits for people to tune in.
Insight 1 - Everyone likes a good fight, but they "love...