Sector · Entertainment
In entertainment, the marketing has to be as good as the thing it’s marketing.
Streaming, gaming and content — a category where the audience is the harshest critic, and a campaign that isn’t itself entertaining gets ignored.
Entertainment is unforgiving: your audience consumes culture for a living and can smell a marketing exercise instantly. The work that lands here is the work that becomes part of the culture rather than interrupting it — which is a high bar and a useful discipline.
Netflix India
At The Glitch: campaigns for Money Heist and Never Have I Ever — making global content feel local, and turning shows into cultural moments rather than catalogue entries.
Gaming
Work across gaming and esports (BGMI) — a category with its own language, where credibility with the community decides whether you’re welcome or mocked.
What entertainment teaches
That the highest form of marketing is contributing to the culture, not borrowing from it — and that an audience which chooses content for a living will always out-detect a brand pretending to be one of them.
Netflix India (Money Heist, Never Have I Ever), BGMI and broader entertainment work through The Glitch.
Related: Netflix work · the argument: attention is a rental market.