Much like Hollywood studios promoting their movies in India, foreign video streaming services are upping their marketing game for international originals in this market. As Netflix staged an Indian premiere for The Gray Man by bringing in its directors – the Russo Brothers – known for the Avengers films, Prime Video had Bollywood actor Sidharth Malhotra interact with Chris Pratt for its show The Terminal List. Cinema advertising, Bollywood celebrity campaigns, brand collaborations, tie-ups with retail outlets now complement the traditional media reach of these platforms through print and outdoor media.
“The strategy has evolved over time as we have become more precise in measuring returns on investment. In the first year, for example, we never would have thought of doing print as our programming was largely in English, but today, with a strong lineup of original Indian content, we’re optimistic to the idea of trying massive advertising channels like print, TV and outdoor. Amit Dhanuka, Executive Vice President, Lionsgate said.
Netflix declined to comment on marketing strategies for international originals while Prime Video and Disney+ Hotstar did not respond. “International originals, especially flagship series and big star-led movies, are definitely marketed in India in a big way. There is a visible trend of spending growth with each subsequent season, including comprehensive marketing coverage with print, digital, outdoor and even TV spots,” said Kanupriya Iyer, head of business affairs at production house Locomotive. GlobalMedia.
OTT platforms study and analyze subscribers’ content consumption habits to understand viewing habits. This data contributes to a more efficient and targeted approach, better advertising buying and better social media marketing. All of this translates into more evolved strategies, she said.
Sugandha Varshney, head of digital marketing at tech brand DIZO, said, armed with marketing budgets of more than ₹20 crore, the platforms use various forms of content production, focusing on highly localized brand collaborations and social media innovation to build franchises and fan engagement for international shows in India. “Word of mouth is the most powerful marketing strategy still today, and getting the word out through an influencer people look up to makes it easier to reach potential audiences and drive them to engage. with the content provided,” Varshney said. the most recent and innovative marketing strategies have been those of Netflix for its hit international original Stranger Things which included the rope in Bollywood star Varun Dhawan and the partnership with influential actors Ayush Mehra and Yashaswini R Dayama, a she added.
In digital, influencer marketing has helped in content distribution and although print may be a secondary option, outdoor is being promoted creatively and aggressively, especially in cities like Mumbai, Delhi, Bangalore and Kolkata, agreed Akshae Golekar, founder of Optiminastic Media, a digital marketing agency. A huge target group is the generation of young Indian Marvel and DC fans who can be reached through graffiti paintings across buildings, influencer marketing, among others.
“As Indian audiences today are exposed to global content, for an international original or film, India as a geography gives the scale and size required, given our population,” Himanshu said. Arora, co-founder of the digital agency Social Panga. Like Amitabh Bachchan, Anil Kapoor or Deepika Padukone who appeared in earlier Hollywood films, the presence of Indian actors in international web shows, such as Dhanush in The Gray Man, helps in the glocalization of content, Arora added.
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