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SoupSalu, the Fake Manoj, and the Killer Soup: A Marketing Campaign Like No Other

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Netflix crafted a whimsical journey in the realm of its much-anticipated original, “Killer Soup,” leaving audiences intrigued and excited. “Killer Soup” is created by Abhishek Chaubey and features Manoj Bajpayee and Konkona Sen Sharma. From the creation of the enigmatic SoupSalu to the introduction of a fake Manoj Bajpayee, every move was carefully crafted to build anticipation for the black comedy thriller set to release on January 11.

“Killer Soup” Marketing Campaign

Let’s dive into the detailed journey of how the marketing of Killer Soup evolved:

Prior to the commencement of the actual marketing efforts for the series, Netflix India set the stage by sharing an announcement clip. This clip served as a captivating introduction to the world of Killer Soup, strategically unveiled a year before the series’ release. This early glimpse laid the foundation for the unconventional and exciting marketing strategy that would follow, creating a buzz that would only intensify as the release date drew closer.

SoupSalu: The Social Media Chef with a Craving

Forget influencer culture, Netflix birthed an entirely new persona: SoupSalu to build excitement. This daily Instagram adventurer embarked on a quest for the ultimate “killer soup,” unconventional soup combinations and his infectious enthusiasm. His rallying cry, “Killer soup kab milega?” (When will we get the killer soup?) became a viral sensation, garnering over 100k followers and 10M views within just 45 days. The streets echoed with his plea, billboards displayed his face, and SoupSalu became the face of the “Killer Soup” phenomenon.

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Social Media Simmers with Excitement

Additionally, social media became the canvas for Killer Soup’s marketing magic. Manoj Bajpayee and Konkona Sen Sharma’s Instagram accounts, along with Netflix India’s page, were transformed into hubs of engagement. A special video featuring Bajpayee in a hilarious altercation with a fake impersonator sparked chaos and confusion, keeping the audience on their toes. Memes, character introductions, and collaborative efforts with popular comedians and food channels added layers to the digital buzz.

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The Culmination: SoupSalu, Fake Bajpayee, and a Delicious Twist

In a delightful twist, SoupSalu’s journey didn’t end online. He found himself sharing a bowl of soup with the stars of Killer Soup, Manoj Bajpayee and Konkona Sen Sharma, marking a delightful conclusion to the adventure. The synergy between the digital world and reality showcased the creativity embedded in the marketing strategy.

Screening and Interviews: Building Credibility

Capitalizing on the unique on-screen pairing of Bajpayee and Sen Sharma, Killer Soup had its screening at the Mumbai Film Festival. Interviews with the cast and director added a layer of authenticity, emphasizing the rarity of black comedy in today’s entertainment landscape.

Killer Soup Campaign: A Simpler Side to Bold Marketing

In a world drowning in marketing noise, “Killer Soup” stands out as a masterpiece of whimsy. It wasn’t just a campaign; it was an experience, an invitation to step into the show’s eccentric world. And so, the question lingers: Will the soup live up to the hype? Only time will tell, but one thing’s for sure, the “Killer Soup” marketing campaign has left a delicious taste in audiences’ mouths, proving that sometimes, the best way to sell a story is to let it simmer with a touch of the unexpected.

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