Flipkart and Netflix have teamed up with creative agency Talented for ‘Entertainment Ka Pardah’, an activation that turns a familiar feature of Indian homes, the window, into a playful media surface.
Built around the observation that neighbours often find entertainment by looking into each other’s homes, the campaign gives this behaviour a new alternative. Curtains placed across residential buildings offer privacy to people inside while directing the attention of those outside towards Netflix.
The activation has been developed to communicate Flipkart’s partnership with Netflix, through which customers can receive a monthly Netflix membership with their Flipkart orders. The campaign uses the idea of the window as a television screen, with the curtain becoming the medium through which the brands introduce the proposition.
The curtains have been designed in Netflix red and Flipkart blue, with the red streams associated with Netflix informing the visual treatment. The activation is set to roll out across buildings in Indian cities.
The accompanying film, directed by Chalees Chor and produced by SUPRVLLN Films, builds on the same observation of window-watching. It uses deadpan humour to portray neighbours treating the windows of other homes as a source of entertainment.
Pratik Shetty, Head of Growth and Marketing, Flipkart, said, “Entertainment is now a basic necessity and we look for entertainment in everything. So we used this insight to bring alive our partnership with Netflix, where you get your monthly Netflix membership with Flipkart orders.”
Eesha Sharma, Malvika Thirani and Aditi Gujaran, Creatives, Talented, said, “Even the design of the pardah was born from the partnership, Inspired by Netflix’s iconic red streams, the curtains come in Netflix red and Flipkart blue. They will now be going live across buildings in Indian cities, so stay tuned.”
Godwin D’mello, Film Director, Chalees Chor, said, “The vision was doubling down on the awkwardness of being watched, but with deadpan humour, as if window-watching is the most normal thing to do. Once we treated the window like a television screen, the jokes started flowing naturally.”
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