Marketing of Haseen Dilruba movie

Netflix launched Haseen Dilruba’s trailer on 11 June 2021, and it was promoting the film
with the “#TheUltimateKaunspiracy” hashtag. Netflix promoted the film across all social
media platforms by launching videos series with TV/OTT artists before the release.
Food & movies always go hand in hand. So, Netflix partnered with Swiggy to engage with
the audience after releasing the movie “Haseen Dilruba.” Netflix came up with a lovely
initiative in which Swiggy released clues which were names of food/vegetables being
depicted in that particular scene of the film. The marketing campaign was carried out via the
Twitter handle of Swiggy. A tweet was put up to create curiosity among users to inform them
about the challenge.

Image courtesy: Twitter (Swiggy India)

On the following day, Swiggy posted a screenshot of the timestamp from the movie. Users
were urged to go to the movie page on Netflix, stream the movie again to get the hint and
apply the “answer” as the coupon code. The first 200 users who guessed the clue correctly
got a discount of 90% off up Rs 200 on their orders. Some codes like “Kheer” just exhausted

Name: Nishant Acharya Roll No:2021PGX109

within a minute of posting them. The whole campaign was marketed under the hashtag
“#HaseenCoupon”
It was not the first time that Netflix had teamed up with Swiggy to promote its content. In
2020 also, Swiggy prompted the users to watch the Netflix trailer while the order is delivered.
Conclusion:
Some people might think quizzes & competitions may not be the most innovative way of
promoting a movie online. Still, I feel they are a good combination of high reward and low-
risk promotion on a social media platform. They have never failed to create a buzz. They can
work wonders in getting people’s attention and sharing reviews with friends/family.
Having watched the movie & considering the (good to average) reviews of the film, I really
feel that it was a win-win situation for both Swiggy & Netflix. Netflix opted to invest the
marketing budget in food instead of other forms of advertising. The marketing strategy
indeed helped increase views of the film on Netflix & get quick orders on Swiggy.

Name: Nishant Acharya Roll No:2021PGX109