Netflix India’s new campaign to promote the Hollywood action movie ‘Red Notice’ is to give fans an opportunity to steal, if they can, and keep it.
The movie has actors Ryan Reynolds, Gal Gadot and Dwayne Johnson (The Rock), and it’s being considered as one of the biggest heist movies releasing on the platform this year.
Conceptualised by 22feet Tribal Worldwide, it invites fans to feel the adrenaline rush involved in stealing.
The Red Notice Shop had been created in a 3000 square feet retail space at Phoenix Palladium, Mumbai. The space was guarded with lasers, sensors, secret codes, CCTV cameras, alarms, and top-notch security. The heist is successfully completed if one is able to steal from the Red Notice Shop. Prizes include not only goodies, tech delights, ownable shop merchandise, but also three precious gold Faberge eggs from the film with exclusive rewards inside them.
To generate buzz a sleek promo film was launched that introduced the shop to the fans.
The film has been shared widely by fans, including content creators like Abish Mathew, Kumar Varun, Mermaid Scales, among others. This was followed by a series of short, tutorial videos featuring stand-up comic Prashasti Singh and actor Javed Jaffrey. In these tutorials, the two are seen dodging the security measures at the ‘Red Notice Shop’ in an attempt to steal the Faberge egg.
Debashish Ghosh, National Creative Director, 22feet Tribal Worldwide, said, “Most viewers fantasise about being in a role similar to one of their favourite 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.”
Agency: 22feet Tribal Worldwide
Creative: Debashish Ghosh, Rahul Arcot, Mahima Mathur, Darshan Dhonde, Manish Darji, Roy Sebastian
Strategy: Sanchari Chakrabarty, Mallika Yamdagni
Business: Gaurav Magotra, Akanksha Mishra, Shubhita Aggarwal