How Indian influencers became the face of Netflix’s ‘Wednesday’ Season 2 in India

Netflix’s Wednesday Season 2 isn’t just a global success, it’s also a case study in how influencers can drive regional penetration for global IP. The streamer’s “Doom Tour,” its global multi-country promotional event, saw Indian creators play a pivotal role in localizing the hype and connecting the show with Indian audiences.

The Sydney stop of the Doom Tour at Cockatoo Island transformed the venue into “Wednesday Island,” complete with immersive experiences like The Raven’s Passage and The Dead Lounge. Alongside global media and fans, Netflix flew in five Indian creators to capture and amplify the event for India:

• Srishti Garg

• Rida Tharana

• Sufi Motiwala

• Apoorva Makhija (The Rebel Kid)

• Ankush Bahuguna

These influencers weren’t just onlookers, they conducted official interviews with the cast, including Jenna Ortega, Emma Myers, and Gwendoline Christie, as part of branded content shared by Netflix India on Instagram. Their posts showcased everything from behind-the-scenes insights to stylistic gothic visuals, turning the global spectacle into content relatable for Indian audiences.

All five creators contributed equally to the campaign:

• On Instagram and Reels: Each influencer shared curated moments from the event, fashion-forward shots, and snippets of their cast interviews.

• Bridging Global-Local: Their content translated Sydney’s global experience into a narrative Indian fans could engage with, creating localized hype around the show.

• Behind-the-Scenes Access: Viewers got an inside look at the event, cast interactions, and immersive installations, all filtered through the influencers’ unique voices and styles.

By combining interviews, aesthetic-driven posts, and Reels, Netflix India ensured the Doom Tour’s momentum translated to domestic engagement, making these creators instrumental in the show’s regional amplification.

Netflix India also leveraged brand partnerships to enhance fan engagement:

• Timex India: Launched a Wednesday-inspired watch collection with monochrome gothic designs, marketed alongside influencer content.

• Cheetos India: Rolled out Flamin’ Hot Fiery Skulls limited-edition packaging, amplified on social media by the creators.

• Wendy’s Global: Introduced “Meal of Misfortune” meals with themed packaging and Reels showcasing the product in sync with the show’s dark humor.

These collaborations ensured the gothic aesthetic and quirky tone of Wednesday resonated beyond screens, offering Indian audiences interactive ways to engage.

The influencer-driven approach paid off:

• Wednesday Season 2 debuted at #1 in 83 countries, amassing 341 million hours viewed globally in its first week.

• The Doom Tour content, amplified by the Indian influencers, helped Netflix India secure Top 10 placements for both Season 1 and 2.

• Social impressions of the global campaign crossed 3 billion, with Indian influencer content providing a locally relevant slice of that massive reach.

Netflix’s approach shows that global IP can be localized effectively when influencers are empowered to contribute equally. By giving Srishti, Rida, Sufi, Apoorva, and Ankush hands-on access to the cast, immersive events, and brand activations, the campaign turned global hype into domestically resonant storytelling, proving the power of influencer-first marketing in India.

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