Netflix bags 3 gold metals at Indian Marketing Awards 2023

The 10th edition of the Indian Marketing Awards (IMA) was held on February 2 at Taj Santacruz, Mumbai in the presence of top leaders from the marketing and advertising world. The awards night celebrated several brands and agencies for their outstanding work, creativity and exceptional marketing strategies.

At the IMA, Netflix bagged 3 golds for its Netflix x boAt Stream Edition campaign in three different categories. The three categories in which the brand took home the honours include ‘Best Use of Sponsorship and Partnership’, ‘Brand Identity/Packaging’ and ‘Age-Targeted Marketing’.

For this campaign, Netflix partnered with audio-wearable manufacturer boAt, and co-branded a first-of-its-kind audio range for streaming- the boAt x Netflix Stream Edition. The brand launched a 'Stream Edition' range with a 360-campaign 'Made for India to keep watching', across film, print, OOH, social, and influencer campaign, and a live guerrilla stunt. In the campaign, the brand tackled issues like noise cancellation, long battery life and quick charging for long journeys and power cuts, all at an accessible rate. Every pack came with money-can’t-buy Netflix rewards and experiences.

The packaging design was intended to make a highly tech-loaded product seem entertaining. The brand portrayed India’s love for entertainment by showing young Indians watching Netflix using the Stream Edition audio products, unbothered by the noise around them, showing how the product enhances their watching experience by blocking out all unwanted distractions.

This year, the IMA 2023 jury was chaired by CK Venkataraman, Managing Director, Titan Company. The other jury members included industry leaders, seasoned professionals, and renowned personalities from the industry.