Marketing Featured South Asia

Netflix India’s campaign for ‘Red Notice’ invited fans to become ‘shoplifters’

Mumbai, India – In the true nature of the action-packed sequences in the latest movie ‘Red Notice’, streaming platform Netflix in India had launched an on-ground campaign that invited shoppers to become ‘shoplifters’ themselves, much like how the movie was all about heists.

The campaign is activated at the Phoenix Palladium mall in Mumbai. The 3000 square feet space is guarded with lasers, sensors, secret codes, CCTV cameras, alarms, and top-notch security. The heist is successfully completed when one is able to steal from the Red Notice Shop. Prizes include not only tech products and ownable shop merchandise but also three precious gold Faberge eggs from the film with exclusive rewards inside them.

The campaign ran from 25 to 28 November. ‘Red Notice’ is a film that stars Hollywood stars Dwayne Johnson, Gal Gadot, and Ryan Reynolds. The general premise of the film is that of an FBI agent (played by Johnson) who reluctantly teams up with a renowned art thief (played by Reynolds) in order to catch an even more notorious criminal (played by Gadot).

Speaking about the activation of the campaign, Debashish Ghosh, national creative director at 22feet Tribal Worldwide said, “Most viewers fantasize about being in a role similar to one of their favorite characters or plots in a film. We wanted to give them an unexpected leg-up. So, we set up a shop to pull off a heist where stealers are keepers if you don’t get caught. And if you do, you don’t land up behind bars. Either way, the experience leaves an indelible mark and lodges Netflix and Red Notice in your memory for good.”

To generate buzz about the Red Notice Shop, a promo film was launched that introduced the shop to the fans. The film has been shared by fans including content creators like Abish Mathew, Kumar Varun, Mermaid Scales among others.