Netflix's Dhamaka Movie Activation | Experiential Marketing

Kartik Aryan’s first direct-to-digital premiere

Technology

Offline Activation

An Activation That Caused Dhamaka

client

Netflix, Creativeland Asia

solution

Offline Activation

We are Ink In Caps, an experiential marketing agency, we got the opportunity to partner with Netflix for their blockbuster thriller movie Dhamaka released in the year 2021, which was Kartik Aryan's first direct-to-digital premiere. This experiential marketing campaign aimed to give the right feelers and yet create a sense of mystery in the minds of the audience.

platform interactions

400+ interactions in a single week

fan experience

Kartik Aryan’s one-on-one interaction with fans

It All Starts with Targeting Right

Netflix has its paramount viewership in the metro cities of Delhi and Mumbai. Our experiential marketing and MarTech agency team strategically mapped out activations in these two cities targeting multiple prime locations - Phoenix Palladium Mumbai, Phoenix Market City Mumbai, Bandstand Mumbai, DLF Avenue Delhi, and Cyber Hub Delhi. As a result, the required hype was stirred in these cities.

Netflix to create an on-ground activation

Jump on the OV Van

A deep dive into the movie synopsis unwrapped the key highlight- A Van, which became the pivot of the experiential marketing activation. activation. We replicated and modified the Van into OV Vans in accordance with the Brand guidelines, which were set up in the 5 identified locations in Delhi & Mumbai. We made an interactive gesture based game owing to the prevailing Covid guidelines. The game entailed recreating a popular news studio Bharosa 24x7 in which Kartik Aryan asked thought-provoking questions to the users, in line with his character in the movie.

The Mega Surprise

Along with the planned interactions, there awaited a grand surprise for the fans when Kartik Aryan stunned them by paying a surprise visit to the Phoenix Palladium Mall which was followed by an extremely convivial Meet & Greet Session.

Combating the hurdles

Massive Activations have Massive Challenges running to the core in the background. The turnaround time of the activation was 9 days during which all the elements had to be identified, the locations had to be finalized, and the OV Vans were to be made ready along with other end-to-end logistics. The event was designed to run parallely in all 5 locations which in itself was a huge logistic challenge. We had to effectively manage a Celebrity during Covid times keeping a check on his security while maintaining the surprise factor.

The Upshot

The experiential marketing activation became a talk-of-the-town. Kartik Aryan’s one-on-one interaction with fans and the game played by him to reveal his psychology and thought process was well-appreciated by his fans. We recorded over 4000 interactions in a single weekend. There was a huge wave of media coverage and social media outreach which paved the way for the movie to secure its position in Netflix’s Trending Section. The movie got excellent reviews and the fans could ultimately connect better with the movie.