How Netflix’s 360° campaign has been making heads turn in the Delhi Metro

Posters from 'Leila' and 'Sacred Games 2' have been placed at multiple locations of the transport network, driving audiences to download and binge watch during their commute

e4m by Anjali Thakur
Updated: Dec 26, 2019 9:33 AM

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Netflix

‘When you’re waiting for your crush to text, Should’ve Netflixed instead.” Sounds familiar? Well, if you are a regular commuter on the Delhi metro, this and many more such quirky one-liners may have caught your attention. Netflix has undertaken a contextual 360° campaign with Delhi metro, driving audiences to download and binge watch during their commute.

Posters from the series Leila and Sacred Games 2 can be spotted everywhere on the go. The campaign is to promote their new single user, mobile-only plan, priced at Rs 199. As part of the campaign, Netflix has been grabbing the attention of the commuters, using quirky one-liners. Sources from the industry reported that Netflix may have used a sizable part of its revenue on this campaign.

Netflix, introduced its mobile-only plan for India at a nominal rate of Rs 199 per month in July this year, where subscribers can enjoy all of Netflix’s content—uninterrupted and without ads—in standard definition (SD) on one smartphone or tablet at a time.

Netflix has invested heavily in original content. It has never shied away from proactively marketing to drive subscribers, as it looks to compete with not only other streaming services but also major content studios.

For the Netflix series Leila, Sacred Games, Ghoul, Kinetic India handled the OOH business for the OTT platform.  

 According to the DMRC (Delhi Metro Rail Corporation) data, the charges for painting and mounting are around Rs 12 lakh and the display charges for a month are 46 lakh, which translates into Rs 58 lakh per month for an eight-coach train cost.

 “Netflix is clearly the biggest spender on outdoor across categories in the top metros. For any new series, the OTT platform knows how it is done when it comes to advertising. I think for this particular campaign, they must have spent around 20 per cent of their revenues, “states a media planner, who wished to stay anonymous.  

 As per a FICCI-EY 2019 report, Indians spend 30 per cent of their phone time and over 70 per cent of their mobile data on entertainment.

“In an age when consumers are constantly ‘on’, there is increased opportunity for them to act based on advertising they see out and about; and a smart strategy across multiple devices and channels is therefore imperative. Netflix’s recent on-train OOH campaigns are an example of this in action, given that 23 per cent of rail commuters stream content during their journey. Netflix clearly understands the power of articulating a great idea using an eye-catching image and a clever one-liner,” VV Rajan, Co-founder, CMO, Urbaniq shared.

When asked why Netflix is opting for on train advertising, Anand Sharma of Naksh OOH said, “OOH has, to date, formed a key part of Netflix’s marketing strategy to add new subscribers. The interest the company has shown in the medium demonstrates its understanding of the fundamentals of effective marketing – striking the right balance between long-term brand building and short-term sales activation.”

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