Bringing jump scare horrors, demons and straight up murder - no one can escape the power of the Ghoul. Not even on social. Tommy leaned into this chilling theme when developing a multi-channel digital campaign for this terrifying mini series on Netflix India.
Our aim for pre-launch was to hero the story’s sinister symbol as a way to extend the narrative of a military cover up. The asset played a significant part in our website and digital out-of-home hijack that hinted at this dark secret. Readers of The Indian Express, The Times of India and passers by of our out-of-home installation were interrupted with a disturbing Ghoul takeover, teasing the unsettling nature of the show and it’s launch date.
Alongside this, the integrated campaign also included social planebreakers, online ads and even a perfume to really push Ghoul as a strong addition to Netflix’s Indian Originals catalogue. A faux promotional video sold the fragrance as essence of blood, terrifying tones and rotting flesh - death was definitely in the air with this ‘exclusive’ scent. Who fancies a spritz?