The marketing efforts for ‘Navarasa’, Netflix’s Tamil-language anthology, reached a peak when its trailer lit up the Burj Khalifa, the world’s tallest building.
“Based on nine ‘rasas’ or human emotions – anger, compassion, courage, disgust, fear, laughter, love, peace and wonder – ‘Navarasa’ is the coming together of the spectacular creative community of Tamil cinema. It marks a larger than life cultural moment for the entertainment industry in India,” said the streaming giant in a press note on its website.
The television series, created by director Mani Ratnam, dropped on Netflix on August 6, 2021.
Advertising on the Burj Khalifa in Dubai remains one of the most effective ways to create reach, considering how many folks watch the tower lit up with these videos online. The ‘Navarasa’ video has racked up over million views within a week of its upload (August 6).
The tower made headlines in India when it wished Bollywood actor Shah Rukh Khan for his birthday, and when it promoted Kannada actor Kiccha Sudeep’s film ‘Vikrant Rona’.