How Apte!: Netflix, Radhika Apte and the art of stopping memes

Radhika Apte just became a bigger star on the Internet with her tongue-in-cheek video for Netflix, which cocks a snook at recent memes directed at her and the platform

e4m by exchange4media Staff
Updated: Aug 29, 2018 1:44 PM

From adding a desi-twist to their content-marketing game to real conversations in real time, Netflix and its social-media marketing game has been marvellously spot-on! And yet again, this shone through when the Internet trolled the OTT brand for having too much of actor Radhika Apte on Netflix originals. The actor after all has had a recent stream of Netflix successes - Lust Stories, Sacred Games and Ghoul.

When Apte’s presence on Netflix was subjected to a bunch of memes, far from taking offence or even issuing a clarification, the platform chose humour to respond. It rolled out a two-minute video,  designed like a behind-the-scenes featurette, in which Apte talks about her talents,  perfectly playing a pretentious diva. “As an artiste, I like to push the envelope,” she says, as a makeup artist paints her lips. “When Netflix came to me with another offer, I was a bit reluctant,” she says.

The new project that she refers to – (a fake one) is called Omnipresent. And the executive producer of the imaginary enterprise, Vikramaditya Motwane, got her on board by offering her the opportunity to play every character in the film. “That got me interested,” says the actor.“So she’s playing the oppressed villager, the virtuous social activist, she’s playing the evil corporate oppressor,” says Motwane.

The video ends with Radhika readying herself for her shot, confused as to which character she is playing, and turning to the director for help - who also happens to be, you guessed it right, Radhika Apte! Needless to say, all memes were quickly forgotten and left most people all-praise for the brand’s social-media marketing strategy. Netflix didn't just stop there. For their Instagram description, the brand changed it to: Just another Radhika Apte fan account.

Apte had recently spoken about how the Internet is a good way to build a brand. She had let out that with digital, the borders are disappearing, so this association with Netflix is an organic step. Now, Netflix's 'Apt' response on 'having too much of Apte' only proves that both parties aren't afraid to laugh at themselves. And that works. Always. 

We had a crush so intense, we wrote her multiple letters. #TATBILB

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