Cannes Lions

Navarasa

CREATIVELAND DIGITAL TECHNOLOGY, Mumbai / NETFLIX INDIA / 2022

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Overview

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Credits

Overview

Background

Capturing South India’s attention like never before.

Navarasa was a series of 9 different stories, each focusing on 1 of 9 different emotions, directed by 9 highly acclaimed directors, with an A-lister cast & crew – the cream of Tamil cinema in particular, and South Indian cinema broadly. It was also amongst the first few Tamil original series by Netflix in India - our task, therefore, was to showcase Netflix as the new home of best-in-class Tamil content.

Through this opportunity, we wanted to capture the attention of South Indian audiences by:

- Announcing the coming together of an entire industry

- Celebrating South India’s finest storytellers who have created magic with these 9 stories covering the complexities and range of human emotions.

Our aim was to do this in the most glorious manner. We wanted the audience to join in the conversation by becoming the face of the campaign.

Idea

9 Stories. 9 Emotions. 9 Films. One Heart.

Navarasa showcased how man is governed by nine human emotions, which play a very important role in influencing his thoughts, behaviour, communication and relationships.

Being expressive is an innate nature of every Tamilian at heart. Tamil Cinema is their guide, making them worship the legends of the Tamil film industry. We deployed AR Emotional Data technology to let consumers and influencers experience emotions in an elevated way. With Navarasa, we wanted to celebrate a festival of emotions and explore the pride for the Tamil Cinema.

Strategy

Influencers experienced the real depth of their emotions after watching Navarasa and expressed it to millions of consumers. The innovation enabled millions of consumers to know what it is like to understand your deepest emotions through the experiences of these influencers.

Execution

Experiencing emotions like never before, through technology.

The technology works to measure consumer emotions and real-time sentiments to ensure the optimal consumer experience.

We had a few consumers and influencers watch the Navarasa series using AR headsets. The headsets were enabled with AR + Emotional Data intelligence technology to ensure that consumer/influencers, the true first time believers, experience the real power of Navarasa, an anthology that allows us to experience the 360 degree of a human emotion.

Futhermore, we presented this to consumers through a snackable video series and further amplified it via short videos.

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