Campaigns

Gangubai Kathiawadi wows Mumbai with a ‘transition mural’ ahead of Netflix release

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

Published

April 28, 2022

M4G Bureau

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.

https://www.instagram.com/reel/CczawVUAJOn/?utm_source=ig_web_copy_link

White Rivers Media, a Mumbai-based independent digital marketing agency, introduced Gangubai to Indian OTT screens, beginning the journey with a teaser to kick off the release week.
https://www.instagram.com/p/CcjuQoMqOEI/?utm_source=ig_web_copy_link

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!

https://www.instagram.com/reel/Cco94IXIhYz/?utm_source=ig_web_copy_link

But the celebration of Mumbai’s Mafia Queen didn’t end there! Gangubai took to the streets of her beloved city in the form of a “transition mural”, her visage adorning the suburb of Bandra in proportions as epic as the story of her life.