Netflix India has rolled out a campaign 'Har Parivaar Ke Liye' (for every family) to highlight how it intends to go beyond entertainment to celebrate the magic of shared moments through storytelling.

Conceptualised by Toaster, the campaign features an ad film that pays tribute to the unifying power of stories. Using relatable moments and vibrant visuals, it positions Netflix as a companion that introduces audiences to unforgettable characters, stories, and experiences. The campaign captures how Netflix connects families, friends, and even strangers, fostering togetherness and discovery through its diverse range of high-quality, emotionally resonant content. Whether on a busy train, in a boys' hostel, or during a family movie night, Netflix is there—bringing people closer through memes, binge-watching marathons, and the familiar "Are you still watching?" prompt.

What we think about it: There's something for everyone on Netflix and the film showcases just that. In contrast, the icing on the cake was the distinctive narrative in a pool of homecoming festive ads we have seen. Furthermore, the film encapsulates the essence of Diwali by positioning the OTT platform as a cultural connector. With evocative storytelling it brilliantly leverages emotional resonance to reinforce brand affinity and drive engagement.

Srivats TS, vice president - marketing, Netflix India, said, “Netflix has a variety of stories for everyone to discover, and is a conduit for conversations and connections. These are stories that fans connect over, whether it's through that heartwarming scene that you can’t help but share with a friend living continents away, or even when bonding with a stranger over your most loved characters while you wait for the train. This Diwali, as we all celebrate with the families we love, we as Netflix wanted to celebrate this growing parivar of fans that have forged special connections with our films, series and brand in India.”

Ira G, chief creative officer, Toaster, added, “The film is a giant greeting card from Netflix to its Fans. The simple insight for us was - where there is family there is connection and where there’s connection there’s family. A shared love for a piece of film or series is enough to spark a connection and today “what are you watching” is the new “khaana khaya kya”. With this film, we’re celebrating all the beautiful connections we make.”

The campaign will be rolled out across digital, TV, OOH and in-cinema.  

CREDITS:

Client: Netflix

Agency: Toaster

Director: Akash Bhatia

Production house: LoudMouth Film