As Diwali approaches, Netflix India is tapping into the festive spirit with its latest campaign, Har Parivaar Ke Liye, which celebrates the power of storytelling in uniting people.
Beyond just a streaming service, Netflix India has positioned itself as a part of the larger “parivar” or family, weaving together shared experiences through memorable stories that bring viewers closer.
The campaign film, a heartfelt tribute to community and connection, highlights how Netflix’s diverse collection of stories connects families, friends, and even strangers. By embracing the theme of togetherness, Netflix aims to make its platform synonymous with the warm moments of sharing stories during the festival of lights.
The film showcases everyday moments where Netflix enhances people’s lives—whether it’s a late-night binge in a hostel, a family gathering for movie night, or even strangers bonding over a shared love for a show while commuting. These scenes capture how Netflix’s extensive library of content—from emotional dramas to thrilling mysteries—brings people together, encouraging connections through shared laughs, tears, and the universally recognized, “Are you still watching?” prompt.
Srivats TS, VP of Marketing at Netflix India, elaborated on the campaign’s vision: “Our stories are more than just entertainment—they’re bridges between people. They create memories and moments that fans want to share, whether that’s through a touching scene that sparks a conversation with friends far away, or the unexpected bond formed with a fellow viewer. This Diwali, we’re celebrating the growing family of Netflix fans across India who have connected with us in truly special ways.”
The campaign film, directed by Akash Bhatia and created in partnership with the creative agency Toaster, captures the universal appeal of Netflix content as a conversation starter. Ira G, Chief Creative Officer at Toaster, described the project as “a giant greeting card from Netflix to its fans.” The film, according to Ira, draws from a simple yet powerful insight: wherever there is connection, there is family, and Netflix’s stories are often the spark that brings people together.
Today, “What are you watching?” has become as common as “Khaana khaya kya?” (Have you eaten?). The film is a tribute to those small yet meaningful moments of connection sparked by a favorite scene or character.
The Har Parivaar Ke Liye campaign is set to reach audiences through multiple platforms, including digital media, television, outdoor displays, and in-cinema promotions. Netflix India wants to extend its message far and wide, showcasing its platform as more than a streaming service; it’s a friend who introduces audiences to stories and characters that feel as familiar as family.
By celebrating these shared experiences, Netflix India’s Diwali campaign hopes to bring even more families, friends, and strangers together, highlighting the unique power of stories to spark connections and deepen bonds this festive season.