Netflix’s Identity Crisis In India
India has gone from 4G to 5G since Netflix’s arrival, but the OTT giant has still
not figured out the Indian market. Netflix India is chopping and changing its
strategy but nothing seems to be working.
Existing creative
I wanted to go a diffrent route like illustration or animation where i can show netflix as a charecter Instead of leaning on data or charts, I distilled the emotion into a single frame — a frustrated, helpless Netflix character, sweating under a streetlamp, holding a buffering screen while the world around him moves on.
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Emotionally direct – You don’t need to read anything to feel what’s happening
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Visually satirical – Uses absurdity to reflect truth
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Culturally contextual – Subtle details like the chai stall, lonely night, and streetlight root it in the Indian experience
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Reverse format – Shows thinking behind the final creative, not just execution
