Netflix
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Creative & Strategy

Unveiling THE Friendship Film for Gen Z-  The Launch of Netflix’s Kho Gaye Hum Kahan! 

Standing Out In A Saturated Market

Kho Gaye Hum Kahan was a 2023 coming-of-age drama film that was released on Netflix in December 2023. Starring Siddhant Chaturvedi, Ananya Panday, and Adarsh Gourav as three friends who navigate their goals and relationships against the pressures of social media, the film promised to be THE friendship film for this generation, much like the other cult Excel Entertainment films Zindagi Na Milegi Dobara and Dil Chahta Hai. 

Our goal? Build awareness, build visibility and create a buzz about the film! In a highly cluttered environment, we aimed to use the theme of the film and talent excitement to create an extremely buzzy campaign, and make KGHK the must-watch holiday movie from Netflix India!

The Game Plan: Nostalgia Ft. Innovation

We identified key connects - Friendship, Music & Media- the glue that binds our cohorts together and resonates with the key attributes of the film. Next, we devised a multi-channel campaign that included activations, social content, podcast features, and other media innovations (AR Mural, Microsite, Friendship Billboard). Our strategy was to evoke nostalgia and bridge the generational love for friendship-centric movies, effectively capturing a moment of the generation we live in. The creative platform focused on bringing friendships to the forefront of the conversation with the tagline “Dost First, Post Later,” highlighting the value of real-life connections over social media optics. 

The Campaign:

1. Celebrating Iconic Friendships, then and now:

We created a series of billboards featuring other cult Excel Entertainment films to evoke nostalgia and hype for the film. We also designed an immersive, augmented reality mural on Carter Road, Mumbai, celebrating timeless friendships depicted in iconic Bollywood films, from "Dil Chahta Hai" to "Zindagi Na Milegi Dobara" and now "Kho Gaye Hum Kahan." Painted by Ranjit Dahiya of Bollywood Art Project, with an AR filter by Post Office Studios, the mural created tremendous buzz, earning over 20K impressions and 5K uses.

2. Hone Do Song Drop:

The cast launched the first song at NH7 Weekender alongside OAFF and Savera, performing in front of nearly 25,000 attendees.

3. Cinema PSA:

Ahead of the Dunki trailer, a PSA message from the cast encouraged audiences to put their phones away and enjoy the trailer, aligning with the film’s theme.

4. Integrating the Real and Reel World:

Participants uploaded group photos on a microsite, turning them into personalised film posters. A few lucky entries were displayed on billboards across India. The Instagram filter mirrored this concept, enhancing accessibility! 

5. Asli Baat on Social Media:

The cast appeared on a podcast with Tanmay Bhat and Rohan Joshi, discussing the film, their characters, and social media. We also created a bunch of engaging, heart-warming reels with the cast, including a Trip Down Memory Lane and a game of Never Have I Ever. 

6. #DisconnectToConnect Challenge:

Partnering with Social Offline, we encouraged patrons at 42 outlets to do the unthinkable- place their phones in a box for 30 minutes, to foster deeper connections.

Our integrated campaign for Kho Gaye Hum Kahan was a massive success: (Impact) 

  • Total campaign reach: 300m
  • 86m+ organic social impressions
  • 8m+ engagement on social media
  • 9.2k+ earned mentions on social media
  • 9.5% engagement rate
  • Awards- E4M Play Streaming Media Awards 2024- Best Campaign for The Release of a Film on OTT 

Kulfi Collective’s expertise in crafting relevant, engaging, and strategic integrated marketing campaigns successfully made Kho Gaye Hum Kahan the must-watch holiday movie of 2023.

Credits

CCO - Akshat Gupt

COO - Manoti Jain

Senior CD - Parikshit Vivekanand

Executive Producer - Kalpit Damania

Sr Account Lead - Divyashree Thacker

External Account Lead - Priyanka Mehta

Sr Creative Producer - Vama Sakariya

External Creative Director - Mohit Bhasin

External Copywriter- Anisha Raisurana

Exec Producer - Pourush Turel (PO Studios)

Sr. Creative Prod. - Saurabh G (PO Studios)

Designer- Joydeep Chowdhury (PO Studios)

Head of Tech and Product - Jayson D'mello

External Creative Director - Mohit Bhasin

External Copywriter- Anisha Raisurana

Exec Producer - Pourush Turel (PO Studios)

Sr. Creative Prod. - Saurabh G (PO Studios)

Designer- Joydeep Chowdhury (PO Studios)

Head of Tech and Product - Jayson D'mello

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