Netflix found the Indian Upside Down! A marketing pattern that works…

Netflix Stranger Things Campaign

It’s 1985 in Hawkins, Indiana, and summer’s heating up. Romance is blossoming, but new dangers loom. And, Rohan Joshi & Vrajesh Hirji are here to show us what if the Upside Down was in India. This could be called the Indian version of Netflix Stranger Things Campaign

To market their global content in a regional way Netflix has been making long-form content as a part of the Netflix Stranger Things Campaign where the story is in a different location and the characters are seen in an unfamiliar motion.

For instance, ‘What if Stranger Things happened in India?’. If Will was taking a Mumbai Local to reach the base and is spotted by a Demogorgon who tries to attack him, the monster will definitely get beaten by random strangers who are always in the mood to fight, for raising his hand on a child.

And Good Luck to the bad men! For, they have to reach Juhu Circle before they reach the squad and Good Luck to the Demogorgon who is straddled by the strange guards.

Well, the orthodox teacher couldn’t have been left out too.

The video is relatable enough for Indians to watch it through and give it a few laughs and it is marketable enough to intrigue a viewer to give the show a try (if they haven’t seen it) and ones who are following the series would enjoy the video anyways.

Moreover, Rohan Joshi and Vrajesh Hirji up the humour quotient with their amusing comic timing.

To keep the authenticity of global content sacred, it preferably shouldn’t be tampered with, to forcefully increase relatability.

But as Reed Hastings, Chairman & CEO, Netflix, at The Economic Times Global Business Summit (New Delhi) in February 2018 had mentioned “Most people in the world do not have a passport and so it is critical for us at Netflix to build a sense of community in them towards other people around the world”.

Also Read: #TopicalSpot: Brands get familiar to Stranger Things

Ted Sarandos, Chief Content Officer, Netflix had declared Sacred Games as a “great success”, a little over a week after it’s release.

He added “We’ve been producing shows that are incredibly relevant in their home territories, and the nice windfall is that they get viewed all over the world,”

As regional content thrives in India with the relatability factor being high, global content is being introduced in a desi way.

Similarly, Netflix had created an Indian version of House Of Cards with Boman Irani and depicted the regional kind of fortress.

Recently, the platform had also rolled out a video portraying ‘If Netflix Characters Were In Your School’ where choosing the right stream is more adventurous than Bandersnatch, Pablya Escobarkar offers you ‘chaata or momo’ and giving an exam is like you’re in the Birdbox (if you’re not prepared for it).

And, if Bunty was in your school then you better run & hide and prepare for a surge.

The plug-ins like Bunty dismantling the pen and the one & only boy that makes it to the exam hall writes his name as Trivedi are subtle yet impactful.

Netflix India, being a subscription-based model may face issues like enough viewers not subscribing and sharing accounts. And piracy has always been on all OTT platforms’ back.

In the wake of this, Netflix is using its content to the fullest.

Although, overall Stranger Things Season 3 broke records with more than 40 million households watching the show in its first four days with 18 million-plus already having finished all eight episodes, according to Netflix.


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