MUMBAI: Window shopping has found a new meaning, and this time there is a curtain call. Flipkart and Netflix have turned the familiar habit of peeking into a neighbour’s window into the central idea of a new campaign titled ‘Entertainment Ka Pardah’, created with creative agency Talented.
The activation promotes Flipkart’s offering through which customers can unlock a monthly Netflix membership with their Flipkart orders. Instead of selling the proposition through a conventional product message, the campaign uses curtains, windows and the awkwardness of being watched to build its entertainment hook.
As part of the activation, specially designed curtains will appear across buildings in Indian cities. The curtains combine Netflix red and Flipkart blue, with the design drawing on Netflix’s recognisable visual identity.
The creative idea plays on a familiar urban scene: someone looking through a neighbour’s window for a glimpse of what is happening inside. The campaign turns that window into something resembling a television screen, using humour to blur the line between watching a home and watching entertainment.
Pratik Shetty, Head of Growth and Marketing, Flipkart, said the campaign was built around the idea that consumers increasingly look for entertainment in everyday experiences. The partnership with Netflix, he added, allows Flipkart orders to become a route to monthly Netflix membership.
The campaign also features a film directed by Chalees Chor and produced with SUPRVLLN Films. The film leans into the uncomfortable comedy of being caught watching someone else’s window, treating the behaviour with a deliberately deadpan tone.
Godwin D’mello, film director at Chalees Chor, said the creative team amplified the awkwardness of window-watching by treating the window like a television screen, allowing the humour to emerge naturally.
Talented creatives Eesha Sharma, Malvika Thirani and Aditi Gujaran said even the design of the campaign’s pardah was shaped by the partnership, with the Netflix red and Flipkart blue combination extending the two brands into the physical environment.
With the campaign moving from screens to actual buildings, Flipkart and Netflix are effectively giving window watchers a new reason to look because this time, the entertainment comes with a curtain.
