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Monk Entertainment executes 'Money Heist' with latest campaign for Scaler Academy

The moment marketing campaign focuses on the need for Indian engineers to upgrade their skill set.

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Mumbai: With the buzz surrounding the release of the latest season of Netflix series - "Money Heist," Monk Entertainment has come out with a moment marketing campaign titled 'If Indian engineers did a heist' for ed-tech company Scaler Academy. The campaign does a comic local spinoff of the popular series in order to highlight the need for software engineers to upscale themselves- albeit with a twist in the tale.

The 360-degree moment marketing campaign conceptualised and executed by the Monk Entertainment team features some of the leading names on Instagram in the comedy genre of Marathi digital content creation like Karan Sonawane aka Focused Indian as the Professor, and others such as Sidhant Sarfare, Harsh Rane, Vrushali Jawale, Sushant Ghadge and Shravan Kshirsagar portraying his students/ heist members having local Mumbai Station names like Dombivili, Andheri, Virar, Sanpada and Chunabhatti, in place of the international city names of the original.

The script revolves around the Professor, who is actually a professor at an engineering college teaching software engineering, leading his students during a bank heist. As in the original series, it’s in the Professor’s hands to crack the code in order to open a bank vault with treasures they desire to steal. However, the Professor’s coding skills aren’t as proficient as his students think or as he claims.

The plot twist occurs when instead of the professor one of his students- Virar is able to crack the code that the Professor couldn’t, and gets the vault open and saves the heist members. A subtle hint is in the sketch, where Virar is seen watching a Scaler video on coding whilst the Professor keeps the gang waiting. 

“At Monk Entertainment, our approach towards branded content is pretty simple: We treat brand's customers as audience first. For us, a brand's target customer has to be the protagonist/the main hero of the story we are serving," said Monk Entertainment manager of content development and IPs Aishwarya Kerkar.

“The above approach really worked for us while conceptualising the sketch. We are very glad that we collaborated with a fantastic and supremely talented cast of Marathi creators to bring this sketch to life. We are happy to see so many organic conversations around the brand in the comments section of the video. Post the success of this video, we are hopeful that more brands will now engage with pop-culture trends and become a part of social conversations around them through video content,” she further added.

 The short film, directed by Vaibhav Patil and Rudrang Malkar and written by Aishwarya Kerkar, Rudrang Malkar and Rishita Palshetkar, has a hint of masala comedy with a lot of regional lingo thrown in, coupled with coding jokes that will tickle the funny bones of techies and engineers.

“Moment marketing is a critical lever in our brand strategy; that doesn't mean we will increase the social clutter by being one of many. So naturally, as a brand, we pick moments that we have a solid and unique point of view on - Money Heist with the professor presented just that sort of opportunity," said Scaler InterviewBit head of Brand Ranjeet Kumar.

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