Netflix celebrates storytelling with its new campaign

It has launched Just A Story Away campaign in India


KOLKATA: The streaming giant Netflix has launched a new global campaign One Story Away. that focuses on the power of stories. The campaign running in 27 markets, which includes the Indian market also. The campaign is titled as Just a Story Away in the Indian market.

Netflix in a statement, which appears to be the message of the campaign, says, “People have very different tastes and moods. But no matter who you are or where you are,  we’re all only just a story away from seeing, feeling and connecting more,”  

While it is running across TV, radio, print, digital and out-of-home in some markets, the media mix is different in India. However, the Indian version of the campaign is running on digital platforms. 

“Marketing, in general, would be about flat this year, which is still about $2 billion of spend, which is a tremendous amount of spend across our marketing channels. But it does look like it will be lower because of some of those things we're seeing in this kind of new world in terms of more virtual junkets and PR and actually not doing as much awards, marketing and those sorts of things. Now some of that is temporary in nature. Some of that is permanent learnings as to how we can be more effective going forward,” Netflix CFO Spencer Adam Neumann said in an earnings call earlier. 

The Crown reminded us that all families are the same. Guilty told us about the good that can happen when you stop caring about what the world thinks of you and instead focus on what you believe in. 

Sacred Games was a window into a world we knew so little of, and brought us closer to understanding some people’s need for power. We wanted to be a little bit more like Chris Hemsworth in Extraction and that probably motivated some of us to workout. The list is endless.

This is the premise behind the new campaign.

The streaming giant has been strategically spending its marketing dollars in India. They have always spent heavily to promote big launches such as Sacred Games, Ghoul, Selection Day and its subscription plans, especially the mobile only plan priced at Rs 199. The brand has extensively use outdoor media such as metro trains, hoardings and others to create a high recall for its lineup.

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