iWorld
Netflix celebrates storytelling with its new campaign
KOLKATA: The streaming giant Netflix has launched a new global campaign One Story Away. that focuses on the power of stories. The campaign running in 27 markets, which includes the Indian market also. The campaign is titled as Just a Story Away in the Indian market.
Netflix in a statement, which appears to be the message of the campaign, says, “People have very different tastes and moods. But no matter who you are or where you are, we’re all only just a story away from seeing, feeling and connecting more,”
While it is running across TV, radio, print, digital and out-of-home in some markets, the media mix is different in India. However, the Indian version of the campaign is running on digital platforms.
“Marketing, in general, would be about flat this year, which is still about $2 billion of spend, which is a tremendous amount of spend across our marketing channels. But it does look like it will be lower because of some of those things we're seeing in this kind of new world in terms of more virtual junkets and PR and actually not doing as much awards, marketing and those sorts of things. Now some of that is temporary in nature. Some of that is permanent learnings as to how we can be more effective going forward,” Netflix CFO Spencer Adam Neumann said in an earnings call earlier.
The Crown reminded us that all families are the same. Guilty told us about the good that can happen when you stop caring about what the world thinks of you and instead focus on what you believe in.
Sacred Games was a window into a world we knew so little of, and brought us closer to understanding some people’s need for power. We wanted to be a little bit more like Chris Hemsworth in Extraction and that probably motivated some of us to workout. The list is endless.
This is the premise behind the new campaign.
The streaming giant has been strategically spending its marketing dollars in India. They have always spent heavily to promote big launches such as Sacred Games, Ghoul, Selection Day and its subscription plans, especially the mobile only plan priced at Rs 199. The brand has extensively use outdoor media such as metro trains, hoardings and others to create a high recall for its lineup.
iWorld
Tata Play Binge adds Pocket Films to micro drama platform Shots
Over 210 micro dramas and 220 hours of content strengthen short form play
MUMBAI: Short stories are getting shorter and sharper. Tata Play Binge is doubling down on snackable storytelling, adding Pocket Films to its micro-drama hub Shots as it looks to capture India’s fast-growing appetite for quick-consumption content. The move expands Shots into a deeper, more diverse catalogue, now featuring over 210 micro-dramas and 220 hours of short-format programming across genres such as action, drama and thriller. The content spans Hindi and key regional languages, reflecting the increasingly local yet mobile-first nature of viewing habits.
Pocket Films brings with it a library of emotionally driven, culturally rooted narratives, including micro-dramas like Chaturanga, Vidushi, Maasa, Silent Cycle and Pilibhit, alongside short films such as Lock-up, Dubki and The Disguise. The addition builds on existing partnerships with Bullet and Stage, strengthening Shots as a one-stop destination for bite-sized storytelling.
Designed for vertical viewing, the platform leans into scroll-friendly interfaces, auto-play sequencing and seamless discovery mirroring the habits of always-on, digital-first audiences. The content remains ad-supported and is available within the Tata Play Binge app at no additional cost.
The integration also sits within a broader aggregation strategy. Tata Play Binge currently offers access to 30 plus OTT services including Prime Video, JioHotstar, Zee5 and Apple TV+ through a single subscription and interface, aiming to simplify fragmented streaming consumption.
As platforms race to keep up with shrinking attention spans, Tata Play Binge’s bet is straightforward: when stories get shorter, the catalogue needs to get bigger and faster.
