Flipkart and Netflix, along with creative agency Talented, have launched a campaign that turns one of India’s most familiar habits – peering into a neighbour’s window – into an entertainment hook. The initiative, called “Entertainment Ka Pardah,” plays on the idea that in India, homes are often close enough for neighbours to catch glimpses of each other’s daily lives, with a curious onlooker rarely far from any open window.
To mark the news that shopping on Flipkart now unlocks a Netflix subscription, the brands created a set of curtains designed specifically for “the people on the other side of the window.” While the curtains offer privacy to those inside, they give onlookers outside a nudge toward a better source of entertainment – Netflix itself. The design of the pardah draws directly from the partnership, blending Netflix’s iconic red streaks with Flipkart’s blue, and the curtains will roll out across buildings in Indian cities.
Pratik Shetty, Head of Growth and Marketing at Flipkart, said entertainment has become a basic need woven into everything, and the campaign was built to bring the Flipkart-Netflix partnership – where a Netflix membership comes bundled with Flipkart orders – to life in an engaging way.
The accompanying film, directed by Godwin D’mello of Chalees Chor and produced with SUPRVLLN Films, embraces the awkwardness of being watched, treating window-watching itself like a television screen. Talented’s creative team – Eesha Sharma, Malvika Thirani and Aditi Gujaran – said the campaign’s humour grew naturally once that lens was applied.
