Post Thumb

In the last two years, Netflix has scaled up its film marketing approach with its extravagant yet subtle campaigns. Whether it is the content marketing strategy around the black-comedy thriller starring Anil Kapoor and Anurag Kashyap AK vs AK or its latest anthology, Feels Like Ishq, Netflix’s strategy around innovation and the latest technology has paid off big time in terms of maintaining its current subscribers and converting new ones.

The binged-watched crime thriller web series Money Heist’s Season five (volume one) is set to release in 10 days. Netflix India has unveiled the promotional content video song titled ‘Money Heist Anthem’ to hype up the two-part series finale.

‘The Money Heist Fan Anthem’:

Within a day of its launch, it is trending #35 on YouTube with over 4.5 million views already.

Conceptualised by Creativeland Asia and produced by Jugaad Motion Pictures, the anthem in the video has been composed by Nucleya.

Trending on social media, netizens said how the anthem isn't just promoting Money Heist but also promoting inclusivity and trying to get more and more regional audiences to its platform.

The star-studded video features celebrities of all age groups and genres from Anil Kapoor to Shruti Hassan, Rana Daggubati and Hardik Pandya. The new song is set against Money Heist's iconic Bella Ciao tune featuring these celebrities chanting ‘Jaldi Aao’ in different languages such as Tamil and Telugu and Hindi.

Netflix has in the past collaborated with popular Indian talent to promote their international shows in India, for instance Narcos.

The Tanmay Bhatt for Narcos video:

Tara Kapur, Films and Series Marketing Manager at Netflix, took to LinkedIn to share how it has been an absolute dream to create this anticipation anthem for Money Heist Season five.

The LinkedIn post:

The producers of the show had unveiled the teaser for the next season of the web series earlier this year and announced that the fifth season would be released in two volumes. The first volume will be released on September 3, followed by the second volume on December 3. It will be available in English, Hindi, Tamil and Telugu.