Netflix Announces Kota Factory S3 In The Most Kota Way Possible

Netflix has a brilliant portfolio of amazing ads, that I think every marketer needs to study.

They’re really good at creating hype, and getting the audience to add fuel to that fire.

Case in point: Kota Factory Season 3

I loved Kota Factory, and so do millions of people.

Millions of people also like one of the characters in the show: Jeetu Bhaiya

He’s smart, relatable, has this incredible “cool older brother“ vibe to him that just makes everyone love him.

So of course, if you had to announce the latest season of the show, you bring in the most popular character from the show. PR 101

But, Netflix went a step further (a repeating theme with all great marketers as we will see)

So @NetflixIndia brings in Jeetu Bhaiya

We see him writing an equation on the board, then he turns around and starts talking to the camera.

“When’s the new season coming out? I’m not telling you. Think you’re smart enough? Solve the equation, find out for yourself. See you in class“

4.6Mn+ views ; 250k+ likes ; 12k+ comments

And just like that, Netflix starts a comment war, and it is hilarious:

Thing is this is not uncommon - Nothing new that we’re seeing here.

Companies like @BritanniaIndLtd have been doing this for ages with their biscuits - You buy a Britannia, scan the QR, or enter a coupon on some website, and you get discounts, a chance at prizes and whatnot.

But the openness of it all is what makes Netflix (and other social-forward companies) stand out from other businesses.

When Netflix does it, the whole world sees it.

Take this influencer campaign from Britannia again for instance

FMCG brands have this closed funnel that doesn’t really work for social. Three things that don’t make sense for the above campaign:

• Asking people to navigate from one platform to another

• Not a big enough incentive for them to go there

• The star player doesn’t relate enough with the audience

The results?

45k+ views ; 2.5k likes ; less than 100 comments

Now, comparing these two businesses that operate in two different realities is bananas.

But that doesn’t mean that you cannot try and steal what’s working in one place and put it out there. I would love to see @BritanniaIndLtd do an engagement campaign that focuses solely on social.

Now, speaking of engagements: Did you like this post? Let me know!