What was the brief?
Promote the launch of Netflix India’s Ghoul, the sinister story of an imprisoned terrorist with supernatural powers.
How did we respond?
Leaning heavily into the show’s horror theme, we developed a chilling hijack of existing Netflix out-of-home placements, creating a GHOUL-ish takeover across India.
By overlaying a mysterious symbol over other Netflix titles during pre-launch then transforming these overnight into the Ghoul key art for launch day, we brought consumers on a suspenseful journey to promote show awareness and drive them to view.