The inside story of Netflix and KitKat’s ‘ultimate break’ ad collab

The ambitious ‘Ultimate Break’ campaign running in India promotes both brands and combines their IP. In a TV ad, Indian film star and KitKat brand ambassador Ayushmann Khurrana is transported through a host of international and domestic hit Netflix shows, including Squid Game, Kota Factory and Rana Naidu.

The quirky film, conceptualized by the indie creative agency Manja, is part of the integrated campaign. The co-branded work also extends to digital platforms, influencers and in-store activation, and QR codes on specially created packs which give consumers a chance to win branded merchandise.

A meeting of minds and messages

Poornima Sharma, head of marketing partnerships at Netflix India, tells The Drum: “When it comes to partnerships, our focus is to co-own moments of consumer truth and it is a fact that consumers turn to entertainment to unwind.

She adds that this sparked the team’s creative vision: “What if we bring together the champion of entertainment with the champion of breaks to offer consumers the ‘Ultimate Break’?

The result is a win-win for both partners, according to Arvind Krishnan, co-founder of Manja, the agency behind the campaign. “For Netflix, this partnership helps take them to a fairly large audience and gives visibility across the length and breadth of the country.” For Kit Kat, says Krishnan, it gets the Nestle-owned brand closer to the zeitgeist via the content it can leverage.

“Brand partnerships are great ways to add cultural momentum to the businesses that are coming together,” he adds.

Netflix set to meet audiences at newer places

The streaming service launched in India in 2016 and it represents a fast-growing market. It is also, however, a complex and diverse one, as many brands that try to win over the hearts and wallets of Indian consumers discover.

Sharma says Netflix’s goal with this campaign was “to connect with our audience beyond our platform through co-branded packs, retail and digital channels, meeting them in unconventional places.”

Expect to see more partnerships like this as Netflix bids to resonate even more with the Indian audience. Two years ago, it collaborated with Boat Accessories on the launch of special edition products in a campaign that again leveraged the Netflix IP.

The OTT player launched its first Indian original series, Sacred Games, in 2018 and has since been building on its audience base with a lineup of original titles.

2024 brought some good news for the OTT player marking a growth year, in both business and engagement.