Netflix turns Mumbai Metro into a real-life ‘Lock Upp’ experience

Netflix took experiential OOH a step further with an unconventional activation on Mumbai Metro Line 1 to promote its reality show Lock Upp, turning the city’s transit network into a live extension of the show’s universe. 

Instead of relying solely on traditional branding formats, the campaign introduced an on-ground theatrical experience where performers dressed in the show’s signature red inmate uniforms travelled inside metro coaches, surprising commuters during their daily journeys. The activation recreated the atmosphere of Lock Upp, bringing the show’s themes of confinement, drama and competition into a real-world setting. 

The sight of “prisoners” occupying train coaches immediately captured attention, transforming an otherwise ordinary commute into an unexpected entertainment experience. Passengers were seen photographing and filming the activation, generating organic conversations both inside the metro and across social media platforms. 

What made the campaign particularly effective was its use of context. Metro trains naturally function as confined shared spaces, making them an ideal environment to recreate the essence of the show. Rather than merely advertising Lock Upp, the activation allowed commuters to experience a glimpse of its world firsthand. 

 The campaign demonstrates the growing role of experiential OOH in the entertainment category, where brands are increasingly seeking to move beyond static messaging and create memorable audience interactions. By combining transit media with live performance, Netflix was able to generate intrigue, engagement and shareability in a highly captive environment. 

Executed by Carpe Diem Agency across Mumbai Metro Line 1, with Times OOH leveraging its transit media rights across the network, the activation showcased how public transport infrastructure can be transformed into a powerful storytelling platform.