NETFLIX - Kurukshetra
Travelling Theatre
Brief
Netflix Kurukshetra needed a launch experience that felt as epic as the story itself – one that could translate the scale and emotion of the series beyond screens and into real communities.
Insight
Epics are meant to be experienced together on large screens, yet most audiences consume them on personal devices. Netflix identified an opportunity to bridge this gap by taking the cinematic experience out of theatres and directly to the people. The launch strategy focused on scale, surprise, and emotional immersion. This created a shared moment that streaming at home cannot replicate.
Idea/Execution
We brought cinema to places where cinema didn’t exist.
A fully inflatable theatre was deployed – erected within minutes, fully air-conditioned, and equipped with 5.1 Dolby surround sound, instantly transforming open public spaces into immersive multiplex-like environments.
To build anticipation, Netflix-branded e-rickshaws travelled through nearby neighbourhoods announcing the theatre’s arrival, creating curiosity and buzz for the screenings.
Once inside, audiences were welcomed into a magical, festival-like setting. Over 31 screenings, more than 3,000 people experienced Kurukshetra together. Guests enjoyed complimentary popcorn, interactive photo opportunities, and post-screening engagement through Kurukshetra housie. Winners took home exclusive Netflix merchandise.
This was more than outdoor advertising; it was storytelling in motion. By turning a technological limitation into a creative opportunity, Netflix created a travelling theatre that carried the spirit of Kurukshetra directly into communities, making the epic feel alive and communal.
Impact
- Delivered 31 immersive screenings across 5 cities
- Reached 3,000+ people, including first-time cinema viewers and loyal Netflix audiences.
- Sparked strong word-of-mouth and local engagement through shared, emotional viewing experiences.
- Created lasting memories by transforming a series launch into a collective cultural moment.
Awards
Gold - Brand Experience of the Year
Netflix – Kurukshetra’s Travelling Theatre e4m Red Carpet Experiential Marketing Awards 2025