Netflix: Playing MatchMaker for Netflix – now streaming, Keya Bhatt

Netflix, an OTT platform, launched a campaign in India to position the brand as the OTT that had content for every mood and occasion, establish credibility, build high awareness and highlight real Gunjan Saxena and downplay Jhanvi Kapoor.

The communication goal

  1. The adoption of OTT picked up in 2020 as consumers spent more time at home in the wake of the COVID-19. In a cluttered streaming space in India, 'Content Discoverability' became very important. We wanted to ensure Netflix became everyone's first-choice entertainment destination by positioning Netflix as the OTT that had content for every mood and occasion.
  2. Netflix was giving away absolutely free access to everyone for 2 days in December 2020. All one needed was to register with their email and phone number.

    3. Objective 1 - Establish credibility for the offer

    Objective 2 - Fire up...

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