Value isn’t what you say—it’s what they remember when the ad is over. The following few pieces try to leave consumers with something that is memorable and appeals to both the right and the left side of the brain.
Netflix x Jio Prepaid
Indian consumers are super cheap. They should be. They have multiple content platforms and telco providers promising them ‘value’. However, there’s only one way Indians express value, and that’s with the phrase ‘Mazza aa gaya’ (I truly enjoyed it). We made this cultural expression the central idea for the new Netflix and Jio’s (India’s biggest Telco provider) Prepaid plan, to let people know that they will truly enjoy the content on Netflix and how much money it will help them save.
Netflix x Airtel
Families that sit to watch entertainment in front of a TV are often equally or more entertaining. To launch Airtel (India’s second-largest telco) and Netflix’s new family plans, we made those entertaining family conversations the campaign’s narrative. A series of 4 films, portrayed conversations from choosing what’s the plan for today, to what should you watch during your pregnancy, through Netflix’s iconic profile icons.
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True X Netflix
Even though it has the best of them, Thailand isn’t all about beaches and bachelor trips. The day to day is truly challenging, and watching content is a welcome escapism. When True, Thailand’s biggest telco wanted to launch custom Netflix plans for customers, it became natural to reflect local challenges and encourage the escapism. It was also natural to get a Buddhist monk as the VO narrator and sanctioning an extra budget for a female wrestler to play the masseuse.
