With 95 million views in 48 hours and over 500,000 organic social conversations, our 'Har Parivaar Ke Liye' Diwali campaign for Netflix showcased the power of storytelling in forging connections.
Challenge
In a market where every brand fights for attention during Diwali, how does Netflix move beyond being just another streaming platform to becoming part of India's biggest family festival?
Approach
For Netflix's first-ever Diwali campaign, we positioned it as a conduit of family connection, but in an unconventional way. Instead of celebrating traditional families, we celebrated ‘fanmilies’ - connections that are formed over shared love for content. From strangers on a bus turning into buddies, meme exchanging rituals and content inspired theme parties, the campaign became a Diwali greeting card to all kinds of Netflix families in India.
Results
The campaign hit harder than a season finale cliffhanger:
95 million views in just 48 hours (no skipping here!)
Half a million organic social conversations about Netflix bringing people together
Bottom line? We didn't just tell a story about connections – we created one, turning Netflix into everyone's favourite Diwali guest.
