OTT Marketing: From tweets to hoardings - Netflix extends AK vs AK's theme to marketing platforms

From Twitter banter to city billboards, Netflix is leaving no stone unturned to ignite interest for AK vs AK, their upcoming dark comedy.

It all began with a Twitter banter between Anil Kapoor and Anurag Kashyap and led to the announcement of their new Netflix film: AK vs AK. Then came a flurry of original content pieces and city hoardings, all in sync with their insult-laden rivalry. The two can be seen intensely hating on each other through the promotions, something that gives viewers a good idea of what lies ahead in the dark comedy film that is due for release this week.

The campaign was conceptualised and executed by The Rabbit Hole, the video solutions agency of the Zoo Media Network. This included the pre-launch marketing creative strategy, the billboards, Twitter interactions and YouTube content. The Diss Track was created by OML.

Twitter Banter

Focussed on dissing each other's professional work, the Twitter banter between Anil Kapoor and Anurag Kashyap ranged from Oscar nominations to comments about career and age. Race 3 and Bombay Velvet were the two movies that were mentioned in the banter as a means to highlight failures and support the humiliations that were being fired.

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City Hoardings

Both AKs took to Twitter to share pictures of hoardings that had insults scribbled over them, words that they were firing at each other, with love.

Poster & Trailer

The poster and the trailer for the movie were also released and shared on social media in the same vein.

Original Content

Netflix has released four sets of original content featuring Anil Kapoor and Anurag Kashyap. In one of them, they are both left in each other's houses and can be seen roasting the other for their lifestyle and home decor.

The second one is a Bhidu Reunion with Jackie Shroff. It's a spin-off of Netflix's Behensplaining show, which has been turned into Maushisplaining for this piece.

The third original piece features Tanmay Bhatt, Rohan Joshi and Ashish Shakya. It's a music video created to promote the upcoming movie.

In the last piece, put up a day before the release, Anil Kapoor and Vikramaditya Motwane answered fan questions about the film.

Looking at these efforts being put in by Netflix to promote the film, it is likely to be one that will continue to create ripples of conversations long after it is released and consumed (not just viewed) by audiences!