How Netflix’s campaign ‘Money Heist’ is in top of consumers’ lists

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“The first time is unique. Unique. But the previous several years have been matchless and priceless.” Berlin’s comments have never seemed more accurate or had a greater impact.

The long wait for the final season of ‘Money Heist’ is ended, with the enormously popular drama now available on Netflix. This December, the global phenomenon ‘Money Heist’ will come to an end. Its theme tune, ‘Bella Ciao,’ has also become a cult classic.

It’s no secret that this classic Spanish heist thriller on Netflix has a cult following, with fans pulling for the Professor and his band of misfits, who have fast become the face of resistance and overcoming obstacles.

Money Heist‘ also has a sizable fan base in India. And Netflix has launched a marketing campaign for the program.

In a playful twist, the superfan paid tribute to the famous Professor character by introducing the #IndiaBoleCiao Fan Contest, which allows fans to document and express their passion for the series. Ayushmann Khurrana also sings his rendition of the classic ‘Bella Ciao’ for admirers.

The characters immerse us in their story, and you become completely invested in their journey throughout the series. While I’m looking forward to the climax, it’s a shame that this robbery is coming to an end.”

Heist has a sizable fan base in India as well. And Netflix has launched a marketing campaign for the program. Last week, ‘Money Heist’ found its ‘Sabse Bada Fan’ in Bollywood star Ayushmann Khurrana, who combines his charisma, acting abilities, and musical talents to a new Netflix video, making it one for the ‘history’ books.

The characters immerse us in their story, and you get entirely committed to their journey throughout the series. While I’m looking forward to the climax, it’s a shame that this robbery is coming to an end.”

Hindustan Times teamed with Netflix and Wavemaker to produce a newspaper ad-as-a-collectible innovation, a first of its type.  Fans of the program may take out cutouts of the ‘Money Heist’ figures from the newspaper and use them as stickers, bringing the adored characters actually into people’s homes.

We would like to thank our partner Hindustan Times for pushing the envelope and redefining their printing technique to bring to life such a unique delivery of memories associated with this exhibition. A lovely way to express ‘Bella Ciao.’

Netflix India posted many films on its YouTube channel of influencers right before premiering the series on December 3, 2021, and like no other, Bhuvan Bam’s video meeting the entire cast of ‘Money Heist’ generated quite a frenzy and was shared by the majority of netizens.

People who enjoy the series will appreciate the song since it describes what I and all other fans are feeling. The song is upbeat and multilingual, genuinely honoring the passion of supporters around the country.” For the first time in India, Netflix joined with Pepsi to commemorate the series’ conclusion.

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