Netflix India Turns Fans Into Shoplifters to Promote Red Notice

Over the weekend, Netflix India launched a new campaign for its new movie, ‘Red Notice’ starring Dwayne “The Rock” Johnson, Ryan Reynolds, and Gal Gadot. The promotional campaign in Mumbai, conceptualized by 22feet Tribal Worldwide, invites fans to experience an adrenaline rush at the ‘Red Notice Shop’, where everything is free – if they can steal it.

The Red Notice Shop has been brought to life in a 3000 sq. ft. retail space at Phoenix Palladium, Mumbai, and is guarded with lasers, sensors, secret codes, CCTV cameras, alarms, and top-notch security. The heist is successfully completed if a person is able to steal from the Red Notice Shop. Prizes include tech items, ownable shop merchandise as wells three precious gold Faberge eggs from the film with rewards inside them.


To generate buzz about the Red Notice Shop, a promo film was launched that introduced the shop to the fans. The film has been shared by fans including content creators like Abish Mathew, Kumar Varun, Mermaid Scales among others.

This was followed by a series of short, tutorial videos featuring stand-up comic Prashasti Singh and popular actor Javed Jaffrey. In these tutorials, the duo is seen dodging the multiple security measures at the ‘Red Notice Shop’ in an attempt to steal the Faberge egg – failing at stealing but winning at bringing home the fun quotient.

“Most viewers fantasize about being in a role similar to one of their favorite characters or plots in a film. We wanted to give them an unexpected leg-up,” said Debashish Ghosh, National Creative Director, 22feet Tribal Worldwide.


“So, we set up a shop to pull off a heist where stealers are keepers if you don’t get caught. And if you do, you don’t land up behind bars. Either way, the experience leaves an indelible mark and lodges Netflix & Red Notice in your memory for good.”

Agency: 22feet Tribal Worldwide
Creative: Debashish Ghosh, Rahul Arcot, Mahima Mathur, Darshan Dhonde, Manish Darji, Roy Sebastian
Strategy: Sanchari Chakrabarty, Mallika Yamdagni
Business: Gaurav Magotra, Akanksha Mishra, Shubhita Aggarwal