The internet asks for a lot of things it doesn't actually expect to get. This time, it kept asking for a fight.
The insight
After days of Neeraj Goyat and Pulkit Samrat going at each other online, fans had started picking sides and asking when the two were actually going to get in the ring.
So instead of creating an event and then finding a reason for people to care, we had the reason first.
The brief
GLORY was a boxing thriller, so a trailer launch could have been any standard piece of launch cycles.
But there was already a real rivalry taking shape around the show, between professional boxer Neeraj Goyat and Pulkit Samrat, who plays a boxer in GLORY. We decided to see how far we could take it.
What we did
We let the internet have its fight. For days, Neeraj and Pulkit kept the rivalry going across social. Then, instead of letting the comments remain comments, we built a GLORY boxing arena in Mumbai and put the two of them in an actual ring.
The fight was the first thing people came for. The GLORY trailer premiered immediately after. The cast came out next.
A custom-built arena became the physical payoff to a rivalry that had started online, with the entire experience amplified through Netflix social, creators and live coverage.