Netflix India blends nostalgia with smart copy in billboard ad for 'Kho Gaye Hum Kahan'

In the realm of out-of-home (OOH) advertising, the impact of well-crafted, straightforward messaging remains unparalleled, transcending the innovations of CGI or digital billboards.

Netflix India recently launched an outdoor campaign through billboards to promote the release of the movie 'Kho Gaye Hum Kahan' in Mumbai.

The film narrates the journey of three friends – Ahana, Neil, and Imaad – navigating the complexities of life in their 20s in the digital age.

These billboards showcase the lead actors from iconic friendship-based films "Dil Chahta Hai" and "Zindagi Na Milegi Dobara," targeting the younger generation of their respective eras.

Both films are produced by Excel Entertainment. Positioned beneath the prominent billboards featuring posters of 'Dil Chahta Hai' and 'Zindagi Na Milegi Dobara' are smaller billboards conveying messages like "DCH with love to Gen X," "ZNMD with love to Gen Y," and "KGHK with love to Gen Z."

Strategically arranged in chronological order, the billboards aim to highlight a series of youth-centric films from the same producer. The creators of the film, in collaboration with the marketing team, leveraged the legacy of past movies to establish brand credibility, fostering anticipation and expectation.

Earlier in December, Netflix, in partnership with Supari Studios and the Bollywood Art Project, introduced an augmented reality (AR) wall mural featuring lead actors Ananya Panday, Siddhant Chaturvedi, and Adarsh Gourav. Named "The Wall of Friendship," this mural, located on Carter Road in Bandra, Mumbai, was enriched with a QR code, allowing viewers to bring the mural to life by scanning it.

Much like the billboards, the mural extends beyond the cast of "Kho Gaye Hum Kahan," incorporating the lead actor trios from "Dil Chahta Hai" and "Zindagi Na Milegi Dobara."

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