A mysterious billboard took the city of Mumbai by surprise, posing a bizarre question: “Killer Soup kab milega?” Little did the residents of Mumbai as well as netizens know that this puzzling question was the first of its kind marketing strategy which was asked by Soupsalu. Planned and executed by Netflix and its groundbreaking marketing team, the strategy was designed for its upcoming original series, Killer Soup, starring Manoj Bajpayee and Konkona Sen Sharma.
Netflix geared up on an unconventional promotional path, introducing a unique influencer, Soupsalu AKA Salauddin. Salauddin became the face behind the search for the ultimate ‘Killer‘ soup. His Instagram profile, merely six weeks old, became his journal to document his daily soup-tasting adventures, which have now started to captivate social media users.
Executed by The Rabbit Hole and amplified by YoungGun and Kofluence, Netflix’s innovative campaign is a shift from traditional methods. It aimed to emotionally connect with the audience through Salauddin’s daily posts, cultivating interest, engagement, and anticipation. Each post chronicled his pursuit of the perfect ‘Killer’ soup, experimenting with varied flavours like Baingan-Lemon, Aam Panna-Lauki, and Vegetable-Coffee.
With each passing day, soupsalu’s intrigue grew, drawing followers into his journey. His signature greeting, ‘Helle Gaiz,’ became a familiar echo among followers eagerly awaiting the revelation of the elusive Killer soup mystery.
The campaign took a pivotal turn when Salauddin was seen in a post standing in front of Netflix’s office, demanding his sought-after ‘Killer Soup.’ Eventually, a billboard featuring Soupsalu and the intriguing question “Killer Soup kab milega?” came together like pieces of a puzzle
On December 14, Netflix revealed the conclusion to the suspense. A compelling reel post on their Instagram handle featured Soupsalu alongside the show’s lead actors, Bajpayee and Sharma. They engaged in tasting his 46th soup flavour, mutton paya. After the soup tasting, the crew announced the release date of Killer Soup which is scheduled for release on January 11, 2024.
Netflix’s campaign, brought through a unique and dedicated influencer’s journey searching for the perfect soup, succeeded in creating immense anticipation for their upcoming show. The unconventional approach, blending storytelling and audience engagement, proved to be a recipe for success, leaving fans eagerly anticipating the premiere of Killer Soup in 2024.
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