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Celebrating stories from the South
Netflix has established itself in India as the ultimate destination for telling stories that matter. With their commitment to telling more local stories in Malayalam, Telugu, Tamil and Kannada than ever before, Netflix wanted to announce their presence in South India in a big way and position themselves as the place for great, homegrown South Indian stories.
How could Netflix get this message across while also thanking and celebrating the diverse cultures of the south?
Stand up for the new anthem
Our big idea for Netflix was Namma Stories – an anthemic music video featuring 4 prominent South Indian artists; Ariv U, Siri, Humankind, Niraj Madhav; performing in their respective languages about the contributions of their region to art and culture, all woven together seamlessly to create a sense of storytelling from across different parts of the South.
The process behind the madness
To give a sense of personal tales being told, we extensively researched each artist’s background, their culture and specific stories that they wanted to tell.
Our aim was to understand each artist’s words and present them in a manner that highlighted their individual styles, environment and language, while still being a part of the same music video.
We came up with a different visual theme for each artist rooted in the same celebration of local storytelling. Local inspirations and influences were added to each setup which reflected that region’s proud storytelling traditions. Like gossip as a part of oral storytelling culture at local addas of Karnataka, fusion of the western world and south India and different art styles coming to life. We came up with 4-5 treatment options for each of them.
The intent was to create visuals that felt unique & stylized yet incredibly intimate & relatable. Authentic storytelling was our strategy and we were able to achieve that with the backing of visuals and the experiences the artist put forward in the music video.
Singing away to success
The anthem reached 34 million impressions on YouTube, 2.4 million impressions on Instagram and 193k impressions on Facebook, making it a big success. Our views hit 655k on Instagram and a whooping 7.2 mn views and counting, on YouTube.
We also got featured in a lot of articles from top news outlets like the Quint, the Independent, Telangana today & the News Minute.
But most importantly, the anthem struck a chord with the audience where they appreciated the inclusivity of all cultures. It helped Netflix start their journey into establishing themselves as a great destination for South Indian stories.
Celebrating stories from the South
Netflix has established itself in India as the ultimate destination for telling stories that matter. With their commitment to telling more local stories in Malayalam, Telugu, Tamil and Kannada than ever before, Netflix wanted to announce their presence in South India in a big way and position themselves as the place for great, homegrown South Indian stories.
How could Netflix get this message across while also thanking and celebrating the diverse cultures of the south?
Stand up for the new anthem
Our big idea for Netflix was Namma Stories – an anthemic music video featuring 4 prominent South Indian artists; Ariv U, Siri, Humankind, Niraj Madhav; performing in their respective languages about the contributions of their region to art and culture, all woven together seamlessly to create a sense of storytelling from across different parts of the South.
The process behind the madness
To give a sense of personal tales being told, we extensively researched each artist’s background, their culture and specific stories that they wanted to tell.
Our aim was to understand each artist’s words and present them in a manner that highlighted their individual styles, environment and language, while still being a part of the same music video.
We came up with a different visual theme for each artist rooted in the same celebration of local storytelling. Local inspirations and influences were added to each setup which reflected that region’s proud storytelling traditions. Like gossip as a part of oral storytelling culture at local addas of Karnataka, fusion of the western world and south India and different art styles coming to life. We came up with 4-5 treatment options for each of them.
The intent was to create visuals that felt unique & stylized yet incredibly intimate & relatable. Authentic storytelling was our strategy and we were able to achieve that with the backing of visuals and the experiences the artist put forward in the music video.
Singing away to success
The anthem reached 34 million impressions on YouTube, 2.4 million impressions on Instagram and 193k impressions on Facebook, making it a big success. Our views hit 655k on Instagram and a whooping 7.2 mn views and counting, on YouTube.
We also got featured in a lot of articles from top news outlets like the Quint, the Independent, Telangana today & the News Minute.
But most importantly, the anthem struck a chord with the audience where they appreciated the inclusivity of all cultures. It helped Netflix start their journey into establishing themselves as a great destination for South Indian stories.
Credits
Conceptualized and Produced by Supari Studios
Client: Netflix
Music: Kartikk Shah
Artists: Arivarasau Kalainesan (Arivu), Sooraj Cherukat (hanumankind), SIRI, Neeraj Madhav
Director / Editor: Akshay Sundher
Executive Producer Supari Studios: Prachi Vasant
On ground Executive Producers: Karan Hinduja, Kaustabh Belur
Creative Director: Nandini Godara
Senior Associate Producer: Anuttara Pandit
Chief Assistant Director: Madhumitha Venugopal
2nd AD: Nitin Raj
3rd AD: Yasar
DOP: Raghav Adhithya
1st AC: V S Prabanchan
Line Producer: Sudhakar
Costume Stylist: Sia Seth
Production Managers: Raju and Rajanikanth
Art Director/Production Designer: Rajesh
Make Up: Srinivasa Rao
Asst. Editor: Nilay Shah
DI: Mango Post
Colour Grade: Suresh Ravi
Conformist: Franklin V, Logeshwaran
Rotoscope: B Jaya Hariharan
VFX: Ramkumar, Vignesh
Dance Team: Strangerz crew, Krishna Prashanth, Mithran, Naveen Kumar, Anish, Vicky Btrixx, Madhan Lil M, Varsha S, Devika Suresh, Prajna Ravi, Judy Igraine
Parai Team Members: Pesu School of Parai, Pesu JK, Munuswamy, Muthammal, Sakthivel, Arone, Vasanth, Ram Kumar, Ajith, Dharuman
