Digital Creative Strategies for Promoting Netflix's Sacred Games Season 2

This presentation discusses the objectives, market challenges, target group, competition, strategy, and execution of digital creative strategies for promoting Netflix's Sacred Games Season 2. It explores the importance of the show, the market challenges faced by Netflix, the target audience, what the competition is doing, and the strategies and execution methods used by Netflix.

DIGITAL CREATIVE

Table of Content
• Introduction
• Objectives of Netflix
• Market Challenges
• Target Group
• What Competition is Doing
• Strategy
• Insight
• Brand Truth

Table of Content
• Brand Truth
• Communication
• Execution
• Conclusion
• References

The presentation below is based on Netflix, which is one of the top streaming services in India as well
as globally, to set up a strategy and promote the second season of Sacred Games, which is one of the
most popular shows produced by this streaming service.
Introduction

Sacred Games is one of the most popular trends
in the country currently, which also contributed
towards shooting up its viewing subscriptions
after its first season. The reasons for the same
was the originality of the show, cinematography,
storytelling and most importantly, the
performances of artists. Hence, here is a display
of the contribution of this show on the
subscription of this service.
Objectives of Netflix

Hence, second season of Sacred Games is very
crucial for the firm to market and promote in the
country to further enhance the viewership of its
second season. Therefore, several objectives of
Netflix in context of Sacred Games: Season 2 are
stated below:
The company is aiming at increasing its
subscription by 7% in India.
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 Firm is planning to increase the web traffic by 14% during the launch of second season of Sacred
Games.
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 Netflix plans to increase the market share by 5% in India after the release of Sacred Games:
Season 2.
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There are several market challenges which could be faced by Netflix in promoting Sacred Games
season 2. Some of these challenges are explained below:
Competition: One prominent challenge associated with the company is competition within the
Indian streaming services. Competitors like Amazon prime are promoting their original series
such as Breathe and Mirzapur.
Market Challenges

Subscription Cost: Another challenge for Netflix in promoting the series is its high subscription
cost, which discourages employees to subscribe the service to watch its second season.
Cont...

Customer Perceptions: There is a very widespread perception within the country that sequels of
web series or films do not perform well, which is critically viewed by the audiences and is a
major challenge for Netflix.
Cont...

The target group for viewership of second season of Sacred Games would be individuals aged
between 18-50, as digitization has enhanced the use of smartphones in the country. Furthermore, the
firm would be targeting individuals who are habitual of watching new and original content online.
Target Group

Amazon and Hotstar are two of the biggest competitors of Netflix in India, who are themselves
engaged in producing and distributing original content online. The strategy which they adopt is
social media marketing, specifically with compelling videos and teasers of their shows.
What Competition is Doing

Multi Channel marketing would be used as a strategy by Netflix to subscribe the second season of
Sacred Games. Hence, marketing through SEO, social media and firm's website and application
would be used by the firm to ensure promotion of this series.
Strategy

An insight on the current strategy of Netflix denotes that the firm would be engaging customers in
multiple ways through aggressive promotion of the series by implementing several promotional
materials through a range of methods mentioned above as part of the strategy.
Insight

Netflix is one of the most trusted organizations
in India and the same has been proven from the
success of season one of Sacred Games.
Furthermore, it is highly necessary for the
company to prove its worth in order to sustain
its market and competition. The firm specialists
in creation of effective original content, which
could be a driving force towards promoting
second season of Sacred Games.
Brand Truth

The firm would be using a dynamic and variant approach to communicate with the target
audience in relation to second season of Sacred Games. Hence, some of the methods
through which this communication is being established are mentioned below:
Communication

Marketing Campaigns: The most prominent manner through
which the organization would be communicating its series
would be a range of marketing campaigns. For instance,
hashtag campaigns would be launched with tag lines such as ,
“#sacredgames2”, “#BalidanDenaHoga”,
“#KuchBadaHoneWaalaHai” and so forth. Moreover, another
campaign would be associated with associating with original
web content makers such as TVF to make videos with artists
who rose to popularity after the first season of this series.
Cont...

Compelling Videos: Another way through which the series
would be communicated is through development of
teasers, trailers and television spots that would run all
around the social media applications and Netflix website.
Cont...

Optimization: This is associated with effective optimization
of Netflix website, other social media applications, search
engines like Google and so forth.
Cont...

In order to execute the strategy above, the company would
be implementing several touchpoints which are explained
below:
Search Engine Optimization: Google would act as one of the
biggest promoter of second season of Sacred Games, which
would be optimizing the search through several keywords and
letters which would showcase the series at the top of the search
results. This would help the firm in enhancing the web traffic of
the firm.
Execution

Social Media: Instagram, Facebook and Twitter would be subjected to the campaigns and videos
produced and released by the firm on both their applications, as well as their website. Another aspect for
which social media is used to communicate the new subscription cost, as Netflix is planning to decrease
this cost in India to encourage viewers to subscribe the service. Hence, this would allow the organization
to achieve the objective of enhanced subscription.
Cont...

Netflix Website: The official website would also be
optimized as the existing and potential subscribers visit the
application or website more often, which would showcase
the posters and advertisements of second season of Sacred
Games right after opening the application. This would help
in higher subscriptions and enhanced market share
effectively within India and globally. Some of the content
from the website and the social media has been shown
further.
Cont...

Other Promotional Materials on Netflix Website
The promotional material of the show this
season would be focusing upon the backstory
of the antagonist of the show, Ganesh
Gaitonde, which is one of the most
prominent characters of the success of the
show's previous season's success.

Cont...
Another promotional material has inclusion of
several other characters on the show, who
would be enacted by prominent artists of
India that would give the show a better shape
and high rate of success.

Characters
The series would be returning with the past
characters and would explore the lives of a
policeman and past life of a gangster of
Mumbai. However, the story would also be
focusing upon the threat that is hovering
over the city of Mumbai.

Cont...
This season would be adding up Pankaj Tripathi
as an antagonist, who is one of the most
renowned actors in the film industry of
India. His role is being teased as one of the
most prominent in content history and
Netflix is planning to focus this season upon
this character

Thus, it is concluded from the presentation that Netflix is required to use digital creative and
marketing initiatives to promote its web series and must ensure a proper implementation of social
media and search engine optimization to actively and effectively enhance the scope of improvement
and achievement of their objectives.
Conclusion

Li, F., 2018. The digital transformation of business models in the creative industries: A holistic
framework and emerging trends. Technovation.
TSIGANI, C. and NIKOLAKOPOULOU, A., 2018. Digital storytelling: a creative writing study in
the foreign language classroom. Educational Journal of the University of Patras UNESCO
Chair. 5(2).
References

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