Gangubai Kathiawadi on Netflix: Marketing the story of India’s famous Mafia Queen through a mural

If you have been in Bandra recently, chances are you have witnessed a striking mural of Alia Bhatt as Gangubai Kathiawadi. And if you have been on social media at all, you have probably already seen Netflix India’s video on how it came to life.

The famed Mumbai Mafia Queen Gangubai took to the streets of her beloved city in the form of a “transition mural”, her face adorning the suburb of Bandra in proportions as epic as the story of her life:

The international streaming behemoth released the acclaimed biopic with an integrated marketing campaign by White Rivers Media.

White Rivers Media, a Mumbai-based independent digital marketing agency, introduced Gangubai to Indian OTT screens with an integrated marketing campaign, beginning the journey with a teaser to kick off the release week.

Two more countdown teasers sustained the anticipation for Alia Bhatt’s latest big-screen venture, keeping viewers on the hook, before a “Watch Now” announcement finally confirmed that Gangubai Kathiawadi is available on all personal screens!


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