Every year, 31st of December is a date and day when the calendar year comes to an end. The last day of the long three hundred and sixty five days; see how spelling out the number of days of a year seems so long. This day is awaited for new beginnings, new aspirations, new dreams and finally the New Year. However, some of us, or probably a lot of us face one major dilemma while we wait for the 31st of December, which is, what are we doing this New Year’s Eve? Or what’s the plan for 31st?
While a lot of us face that dilemma of what should we do? Go for a party or maybe spend time at home with family and loved ones. To help answer this question, Netflix India launched a campaign across television, social media and even on Spotify. The campaign is New Year’s Eve: Expectation vs Reality where it is trying to convince the viewers to not party on 31st and simply Netflix! To support the campaign Netflix will release the Netflix Original Ghost Stories which has been created by Karan Johar, Zoya Akhtar, Anurag Kashyap and Dibakar Banerjee on 31st December, 2019.
Here is the video of the campaign in case you haven’t seen it.
Since the campaign appeals to millennials and mostly the targets the segment that like to call themselves as youngsters; we reached out to some young professionals from the Advertising, Marketing and Communications professions to gather their views on this campaign of Netflix and to know whether they plan to Netflix tonight. No, just kidding! We just asked about the campaign. Who wouldn’t want to talk about Netflix?
“Finally someone has come across the overhyped 31st December celebrations.” said, a young PR professional, Deepika Jhanwar who works for Treize Communications.
Continuing Deepika said, “With the increasing viewership of OTT platforms, more people like us can relate to the concept of the campaign. This campaign reflects to the behaviour of the millennials. In today’s scenario people prefer comfort over chaos.”
Spotting a trend Deepika said, “Fortunately or unfortunately every night spent with your gang ends with Netflixing. It is a new trend that people follow nowadays. I am definitely not partying as it’s too crowded wherever one plans to go. It’s better to have your people at your house and chill, and watch Netflix.”
“The impactfulness of the campaign is lost in some of the transitions used in the video.” said, PR professional Alifiya Hirani who works at Denstu Aegis Network.
On how the primary idea of Netflix seems to have got lost, Alifiya says “In my opinion, the primary idea of watching Netflix instead of celebrating New Year’s traditionally is lost, since it is not mentioned outright.”
Continuing Alifiya said, “Another factor is that the supposed situations used such as a party, or the dinner scene is more collective in nature and in line with celebrating New Year’s, instead, Netflix is preaching spending New Year’s in a more ‘reclusive’ manner.”
“All in all, the campaign is informative but not persuasive enough to inspire actual conversions. The tone of the campaign makes it seem as if it is more for introverts rather than a large audience. As for my plans on New Year’s, I hope to celebrate them surrounded by loved ones and merriment.” said, Alifiya.
Advertising professional from Grapes Digital, Supriyo Mukherjee said, “With people prioritising house parties over clubbing, New Year plans look very different now from what they did previously. I’ve spent the last two New Year’s partying with friends. The party generally starts at 8 PM and after a round of drinks, we generally end up watching something on an OTT platform.”
Continuing Supriyo said, “As a matter of fact, this is the case with most house parties now. It almost always ends with people watching something together. Single screen theatres inculcated the habit of community viewing and Netflix is just taking the tradition forward in its own way.”
Radio professional, Jignesh Chavda who works for Radio One said, “I can relate to this campaign. For me, on 31st December I would be spending time with my family members and watching content on OTT platforms. The ad is apt. Some of the creatives are the perfect mix of real life situations and can totally relate to the smaller things in life which can give big pleasures of life.”
Aditya Malhotra, DViO Digital said, “Netflix has always been one of the brands that set the bar very high – whether with their campaigns or just simply their social content. Here again, an insightful take on how the pressure of New Year’s night being the perfect party of the year rarely ever lives up to its billing – With Netflix and it’s ‘content for everyone’ coming to the rescue.”
“Apart from being a very real alternative some people will choose this NYE, it’s another topical marketing success story from one of the most loved brands on social media.”
Debasis Samanta, Founder & CEO,Healthism said, “The Netflix New Year’s eve countdown releases are still very new for India. But the ad very subtly pushes the message across that it’s okay to defy social norms and not stick to the ‘must party on 31st night concept’.”
“Today’s generation is lot more self-assured and they are fine with a house party with close friends Netflixing and not being at a party where they are unwanted or spending time alone binge watching their most loved Netflix series and not being in a party where they are totally out of place. This will reinforce such behaviour and will increase lot of viewing time for sure.”
Chintan Kevalia, Marketing Head, Snac Atac, said, “The new Netflix campaign focuses on the fact that people always want to plan bigger things for the big day, but ignoring that smaller things can also make one happy.”
“The consumer is now used to longer formats of communications and here the concept is well executed with the mix of fun. It will be end up being one of the most memorable pieces in their communication mix. Here the product gives options to consumers to celebrate their big day on their own and that is where brand plays a bigger role.”
Prerna Sagvekar, A PR professional from Denstu Aegis Network, said, “The campaign hits the right note on how one feels in an awkward situation, which was very well explained in the video. People do have second thoughts or may regret his/her decision of being a part of a situation which is not as fun as expected.”
On how the campaign can would appeal to introverts Prerna said, “Talking about New Year, majority of people love to be surrounded with loved ones; and personally, I would choose to spend time with my friends and family than sit at home alone with my gadgets. But I do agree that Netflix on New Year would come handy for introverts.”
While the campaign does break clutter and has received a decent response from viewers across social media platforms, it will be interesting to see whether the campaign resulted to be the reality Netflix India expected it be or whether it was another sad over-crowded New Year’s Eve party? Well that’s for Netflix to answer.
We shall keep you posted, whenever that happens, until then, what are your New Year’s Eve Plans?
Partying or Netflixing?