Will brands bet big on Netflix's Sacred Games Season 2?

Experts believe that this time the Saif Ali Khan-Nawazuddin Siddiqui starrer, will have better engagement and reach, as it has created an impact among audiences

by Dolly Mahayan
Published - Jul 15, 2019 8:30 AM Updated: Jul 15, 2019 8:30 AM
Sacred Games

Netflix is all set to return with the second season of ‘Sacred Games.’ After almost a year, the popular streaming giant finally announced the date of the series, which premieres August 15. Season one was a massive hit among viewers.

This year in May, Netflix India unveiled season 2 of ‘Sacred Games’ with billboards in metro cities to create a buzz, much before the actual release. In the first season also, the platform had reportedly spent around 5-6 crores on the out-of home medium.

With the launch of the trailer, the second season of the show has already created much hype among audiences. The Twitterati picked it up and a meme fest started. Inspired by the dialogues, Delhi Metro Rail Corporation also jumped in and tweeted a photograph. The caption read, “When you sit in a wrong seat” followed by a dialogue from the trailer “Balidaan to dena padega”.

 

 

Netflix also partnered with smartphone brand OnePlus, as two posters from season 2 were shot on OnePlus 7 Pro, the brand’s latest product.

Experts believe that this time the Saif Ali Khan-Nawazuddin Siddiqui starrer, will have better engagement and reach, as it has created an impact among the audiences.

“'Sacred Games' part 2 will have a far greater and wider response, because of the earlier thrilling experience, the positive word of mouth and the anxious wait to see the second part. It is a cumulative positive effect of this digital brand. Further this space has grown with increased number of viewers”, says Jagdeep Kapoor, CMD, Samsika Marketing Consultants.

Brand expert N Chandramouli, CEO, TRA Research, feels the same, “I am confident ‘Sacred Games’ season 2 will get only more engagement and audience excitement.”

Kapoor believes, “A lot more participation is expected, since the last time some people missed out this property. The promotions should definitely have an audio-visual digital footprint because it is in that category.”

However, Aman Abbas, Co- founder, Commwiser Consultants, says, “Given the nature, I think only limited number of Indian brands that talk to millennial audiences will associate with it”. 

“The subscriber base of Netflix in India is also small. Therefore brands will use their characters and situations in social media to attract eyeballs”, he adds.

In the first season there wasn’t any major brand engagement, but social media gimmicks created a continuous buzz, which kept it trending.

“A little engagement with the audiences in the intervening period of season 2 has gone a long way in building up curiosity and connection. It helps keep the audience connection, if done subtly and with care”, says Chandramouli.

On the strategy Netflix can adopt for a better and wider reach, Aman says, “There is a lot that Netflix can do in India, from partnering with network and DTH service providers to engaging with the audiences through digital platforms.”

 

 

 

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