Dhurandhar 1 was a hit in theatres and eventually on Netflix with its characters and lines becoming part of internet pop culture.
The brief
The catch was that the film was releasing on another streaming platform two weeks earlier, so Netflix had no trailer, footage or other launch assets to work with.
The insight
Dhurandhar had already given people plenty to quote. One line in particular had stuck:
“Ghar ki yaad nahi aayi tujhe, Jassi?”
It was perfect for what we needed. Because once Netflix asked Jassi the question, “ghar” could mean something else too.
What we did
We put “Ghar ki yaad nahi aayi tujhe, Jassi?” on billboards across India, with Netflix signing off the line.
Then we left it there for a few days. As the Netflix premiere came closer, the same billboards changed to:
“Ghar aa gaya, Jassi.”
The question had its answer. And Netflix had its announcement.
