The Most Nominated Network at 2018 Primetime, Netflix, has launched its new ten-ad TV campaign #SoWhatAreYouWatching. The campaign has been created and conceptualised by ‘The Script Room’, and the intended message behind the campaign is to make people aware of the broad categories of shows Netflix offers for all age groups.
The campaign features 30-sec ads, and each ad connects an age group to a particular set of shows. The ad shows how Netflix has content for everyone from a kid who is a cartoon lover to an elder couple who loves watching old Bollywood movies. The ad features the name of some of the popular Netflix shows like Stranger Things, Wild Wild Country, Bird Box, Narcos and many other shows of different genres. One of the ads is based on the awaited Netflix content - Sacred Games.
Commenting on the campaign, Carlton D'Silva, CEO and CCO, Hungama Digital Services said, "Indian households face problems of what to watch because they usually watch TV together. Mostly, it's been driven by the person they most want to please (whatever the reason might be). Each of the campaign's films talks about the personalisation aspect of Netflix very differently, and that's what makes it unique”. “Commercials are going to give way to content. With the plethora of content choices, people will predominantly be using their mobile devices for consumption. This makes them very discerning of what they would like to invest their time doing. We will continue having commercials (forced/entertaining), but the content will be more embraced and appreciated. People share content more than commercials. They do not like propagating brands directly but have a problem doing that through good content," D'Silva adds.
Auryndom Bose, group creative director, Dentsu One, considers the campaign an 'extremely endearing take' on a 'much-loved, iconic brand'. "But does Netflix need to be something endearing? So what's the objective of the ads? Is it creating awareness? Everybody knows Netflix. Is it saying that there's a show for you? The trailer for the show suffices. Showcasing what a pop culture phenomena Netflix has become plays back what is already happening around us. This is Netflix either wooing advertisers saying everybody is watching (they don't have ads yet) or a missed opportunity for an iconic brand to speak about itself," he says”.”The blame would be on the wrong brief. Everybody is on or wants to be on Netflix, so the tip is to aim to create a 'badge value' for Netflixers. Netflix is currently the costlier option versus Amazon Prime and Hotstar. So, the way to justify this is by creating value. Value comes when you know you are paying for an iconic brand, not simply an endearing one," he adds.