Bilingual Netflix Cover Shoot Propels Their India Market Strategy

Problem

Netflix approached us to launch their biggest-budget show in India Sacred Games 2, and they wanted a cover shoot that would appeal to massy audiences. The challenge was creating a concept that would resonate with both audiences while staying true to the show's brand and message.

We knew that if we couldn't create a cover shoot that appealed to both audiences, it could negatively impact the show's launch in India. We needed to come up with a solution that would satisfy Netflix's requirements while also being culturally sensitive and relevant.

Solution

After conducting extensive research on emerging OTT preferences in India, we came up with an editorial concept for a bilingual shoot cover shoot — for both English and Hindi-speaking audiences that showcased the show's main character in a deconstructed setting.

We created two versions of the cover - one in English and one in Hindi - with each version featuring language-specific taglines that resonated with their respective audience.

To ensure cultural sensitivity, we consulted with local experts who provided guidance on everything from wardrobe choices to set design. We also worked closely with Netflix's marketing team to ensure that our concept aligned with their overall branding strategy.

I was also able to get the showrunner to write a foreword for my article and it was well-received across the board.

Impact

• The show was among Netflix's most-watched in 2019, not just in India but across South Asia

• Established the publisher among the country's top voices and the Youtube channel now has more than a million subscribers

Team

• Alshaar Khan - Associate Editor

  • Developed the concept for the cover shoot and conducted interviews with the cast of the show

  • Collaborated with local experts and Netflix's marketing team to ensure cultural sensitivity and alignment with branding strategy while maintaining editorial integrity

• Tarun Khiwal - Photographer

  • Captured stunning images that brought the concept to life

  • Worked closely with the Creative Director to ensure that each shot aligned with the overall vision for the cover shoot