beccentric

Most of my recent work includes partnership campaigns at Netflix since 2022. My role as a creative collaborator involves, concept, design, strategic thinking, writing briefs, brand management, scripts, campaign execution, coordinating with partner brands and representing Netflix, working with and managing agencies and vendors, as well as a lot of hands on creative work.

I have worked on all of the largest Netflix India Partnership campaigns since 2022, with partner brands like boAt, Oreo, Maybelline, Starbucks, KitKat. I closely work with every team from the inception of the idea to the execution of the last campaign deliverable.

Some of my work at Netflix India is showcased below.

Netflix India - The Archie-fication (2023)

Step into the world of The Archies like never before with Netflix India's groundbreaking campaign, heralding the launch of its biggest India original in December 2023. Directed by renowned filmmaker Zoya Akhtar and featuring an ensemble cast of rising stars, anticipation soared as the iconic comic book universe came to life on screen.

This campaign wasn't just about drumming up excitement; it was about creating an immersive experience that transcended traditional marketing. Major brands joined forces to breathe life into the Archies universe, from Maybelline's exclusive makeup line to Starbucks' themed holiday drinks, Skybags' nostalgic backpack collection, boAt's sleek retro speaker, and Vistara's time-traveling journey to Riverdale at Goa Airport.

As the campaign unfolded, cafes and stores and even airports across India got Archified, captivating audiences and celebrities alike. But beyond mere hype, the campaign aimed to cultivate true fandom, inviting fans to not just watch The Archies, but to live like The Archies.

By bringing the nostalgia of a bygone era, the campaign ensured that audiences didn't just witness The Archies; they became part of the story, embracing the magic of the beloved comic book world and creating a fandom that transcended the screen.

 
 

Kit Kat + Netflix = The Ultimate Break (2024)

Headlines:

Kitkat and Netflix come together to deliver the ‘ultimate break’ - Brand Equity

The inside story of Netflix and KitKat’s ‘ultimate break’ ad collab - The Drum

Ayushmann Khurrana catches 'The Ultimate Break’ with Kit Kat and Netflix - AFAQS

 

AJIO House of Ethnics x Netflix Heeramandi

Handpicked by Queens - The world of Heeramandi, like most of SLB worlds are extremely opulent and unattainable for majority of audiences. They crave some form of access to own a piece of it or be a part of it. Ajio being an extremely wide and accessible platform is giving fans the chance to get their hands on fashion inspired by Heeramandi, that is handpicked for them to own and flaunt. 

Making the track popular through an influencer campaign with the best fashion and lifestyle KOLs in the industry.

Taking the campaign forward across the AJIO website/app, retail and digital, ensuring the campaign was seen and heard by every audience

 

Netflix x boAt STREAM EDITION (2022)

Indians watch the most entertainment in the world. However, they watch in the most chaotic and noisy Indian environments. They needed a solution to aid their unparalleled fandom. Netflix partnered with boAt, the 2nd largest audio-wearable manufacturer in the world, and co-branded a first-of-its-kind audio range for streaming- the boAt x Netflix Stream Edition. We announced the 'Stream Edition' range with a 360-campaign 'Made for India to keep watching', across film, print, OOH, social, influencer campaign, and a live guerrilla stunt. The product features tackled uniquely Indian ‘watching’ problems like noise cancellation, long battery life and ASAP charging for long journeys and powercuts, all at an accessible rate. Every pack came with money-can’t-buy Netflix rewards and experiences. The intent of packaging design was to make a highly tech-loaded product seem entertaining. We portrayed India’s love for entertainment by showing young Indians watching Netflix using the Stream Edition audio products, unbothered by the urban Indian chaos and noise that surrounds them, showing how the product enhances their watching experience by blocking out all unwanted distractions. For the first time, India's passion for entertainment had a product to go with it. One that was Made for India to keep watching.

Headlines:

CNBC TV-18 - Netflix’s Srivats TS and boAt’s Aman Gupta on the partnership to launch ‘Stream Edition’
ET Brand Equity - Netflix and boAt team up to revolutionise users streaming experience with its latest campaign
The Times of India - Netflix, Boat partners to launch ‘Stream Edition' audio products
India Today - Netflix India launches wireless earbuds, headphones and more audio products
BW Marketing World - Netflix, boAt Launches ‘Made For India To Keep Watching’ Campaign
Afaqs! - Netflix and boAt team up to revolutionize users streaming experience

Awards:

Kyoorius Creative Awards - Sound Design & Use of Music
ET Trendies - Media & Entertainment (Gold), Integrated (Gold)
ET Brand Equity Shark Awards - Product Design & Packaging - Bronze
AFAQS Marketing Excellence Awards - Best Online Integrated Campaign (Gold), Best Long Form Video (Silver), Best Traditional Outdoor (Gold), Best Digital Brand Video (Gold), Best Viral Video (Bronze)

 
 

OREO TURNS RED - Netflix Stranger Things + Oreo Red Velvet (2022)

A partnership campaign with Oreo to launch their new Oreo Red Velvet, from the ‘upside down’, in collaboration with the agency, Leo Burnett. The aim was to launch Oreo’s Red Velvet cookies in India during the launch of Stranger Things Season 4, with a PR-worthy campaign.

We first dropped a teaser as ‘footage found at the Oreo factory’

 

And below this, you’ll find some work I did during my time in Advertising, pre 2018, at BBH, India

 

VAT69 - THE CHOSEN ONE

Agency: BBH, Mumbai (Unreleased Campaign)

Client: Vat69 (Blended Scotch Whisky)

The following film is a reference promo for the first stage of the campaign, where we introduce Hitosh Mulky, our only instagram follower to the world. And ask for their help in finding him.

 
 

Channel V - The Shallowest Place On TV

Our brief was to rebrand Channel V for a younger audience that breeds on 'irreverent' internet content. We had to deliver the message to our audience that Channel V is back to what it was when it first launched and that we play music that doesn't just sound good, but also looks good.  This had to be done in Channel V's language i.e. fun, young and irreverent.

So we decided to rebrand Channel V as the 'Shallowest place on TV.' The only channel that plays music that looks good.

Agency: BBH, India

Client: Channel V India (Television Music Channel)

Recognition: Campaign Brief Asia / Brand Equity / AdAge India / BestMedia / MXM India / Television Post / Exchange4Media

Digital Video Content

Outdoor Hoardings