Spikes Asia

Netfllix PlayBack 2022

NETFLIX, Mumbai / NETFLIX INDIA / 2023

Film
Film
Demo Film

Overview

Entries

Credits

Overview

Background

As a service that shapes pop culture across generations, Netflix wanted to recognise key fan moments that are possible thanks to one and only one source - the fans. The brief was to build on a property created the previous year and go more significant to celebrate the fans' love for original Netflix content, which would become a moment worthy of sharing and conversation.

Idea

We created a 3-minute film that captured every pop culture moment in India in 2022. We seamlessly got these influencers, characters and jokes to do a crossover with scenes from our original titles.

Be it a reality show judge known for her fake crying, making it into a scene from "Darlings", a film about domestic abuse.

Or a Rapper known for his remixes making into "Stranger Things", where music played a crucial role in driving survival instincts.

We even got an influencer, known for her outlandish costumes, to be in the news for being in the news to replace a cheetah in a scene from "Fabulous Lives of Bollywood Wives."

Each of these jokes was carefully crafted to make complete sense when these characters interacted with our famous titles.

Strategy

Netflix Playback 2022 was our way of paying tribute to all the film, TV and pop culture fandoms that kept us entertained throughout the year. We took popular Indian influencers and celebrities, who were instrumental in shaping India's cultural landscape in 2022, and added them into fan favourite, iconic moments of Netflix Titles in 2022. This was the second edition of this IP. It has now set the template for Netflix to develop an annual event in people's entertainment calendar as a critical calendar event that only Netflix can deliver with its culture-shaping original titles.

Execution

We collaborated with six popular Indian influencers, and 3 established Netflix talents who were instrumental in shaping India's cultural landscape in 2022. With the help of an elite VFX squad, we added them into fan favourite iconic moments of Netflix Titles in 2022 through a 3-minute film.

Be it a reality show judge known for her fake crying, making it into a scene from "Darlings", a film about domestic abuse. Or a Rapper known for his remixes making into "Stranger Things", where music played a crucial role in driving survival instincts. We even got an influencer, known for her outlandish costumes, to be in the news for being in the news, to replace a cheetah in a scene from "Fabulous Lives of Bollywood Wives."

Each of these jokes was carefully crafted to make complete sense when these characters interacted with our famous titles.

Outcome

The film was one of highest performing posts of all time on Netflix India's social handles, garnering in the first few days a total of 21 million organic views, 9.3 million engagements, 55K comments, 210K shares and 30+ press articles, along with unanimously positive sentiment across platforms. It is currently the best-performing EOY campaign we have ever done, finally settling at 160 million views on YouTube alone.

Netflix talent from other originals gave organic shoutouts through their social handles, further amplifying our reach.

Engagement reached levels that forced our hand to extend the campaign post-launch to audiences, encouraging them to immerse themselves into Netflix’s most-watched titles. We asked them to share selfies that would be edited to create custom-made deleted scenes.

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