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Netflix takes Emraan Hashmi’s ‘Taskaree’ beyond traditional advertising
afaqs21d ago

Netflix takes Emraan Hashmi’s ‘Taskaree’ beyond traditional advertising

Netflix doesn't do things the usual way. And with Taskaree: The Smuggler's Web, its new Hindi crime thriller, the streamer has taken that rule to heart — quite literally bringing the show's world into real life.The series stars Emraan Hashmi as Superintendent Customs Officer Arjun Meena, leading a crackdown on an international gold smuggling network run by the Chaudhary Syndicate.Created by Neeraj Pandey — the filmmaker behind Special 26 and Baby — and shot across Mumbai, Milan, Bangkok, Abu Dhabi, and Addis Ababa, Taskaree marks the first collaboration between Pandey and Hashmi.The cast includes Sharad Kelkar as the syndicate kingpin 'Bada Choudhary', alongside Amruta Khanvilkar, Anurag Sinha, Nandish Sandhu, and Zoya Afroz. Production spanned Mumbai, Milan, Bangkok, Abu Dhabi, and Addis Ababa.The show was released on January 14. Within 48 hours, it reached #5 on Netflix's global Top 10, holding the #1 spot in India, Pakistan, Bangladesh, the UAE, Sri Lanka, and several other markets. But what generated chatter beyond the numbers was how Netflix chose to promote it.The airport takeoverNetflix set up an activation at Mumbai's Chhatrapati Shivaji Maharaj International Airport. At Terminal 2, the baggage conveyor belt was wrapped in Taskaree branding. Mock suitcases stuffed with gold bars rolled alongside real passenger luggage.Digital OOH screens across the terminal displayed Taskaree visuals. Emraan Hashmi appeared in character as customs officer Arjun Meena.The stunt involved a content creator, Gaurav Khanna, playing an irate passenger: "Mera saamaan saara check ho chuka hai aur phir bhi mujhe tang kar rahe hain! Agar meri flight miss hogi na, ek ek ko chhodunga nahi — ye viral kar dunga!"Hashmi then appeared, deadpan: "Mere hote hue koi taskari nahi kar sakta. Ye seize kar raha hoon main."View this post on InstagramA post shared by Gaurav Khanna (@gauravmotivegroom)The clip circulated widely on social media. Divya Rao, Film & Series Marketing at Netflix, shared the backstory on LinkedIn: "We wrapped Mumbai's baggage belt with Taskaree branding, rolled out suitcases filled with gold bars, and turned an everyday travel moment into something that made passengers stop, stare, and giggle."ABP News crossoverNetflix also collaborated with ABP News. Shrivardhan Trivedi — the anchor many Indians associate with ABP's late-night bulletins — appeared in a crossover promo.View this post on InstagramA post shared by ABP News (@abpnewstv)In the video, Trivedi opens with a 'report' announcing a Rs 1,200 crore gold bust by Mumbai Customs, references 'Superintendent Arjun Meena aur unki team', and builds suspense around the "Chaudhary Syndicate'.The format mirrors ABP's news programming — until the sign-off: "Yaad rakhiye, sona smuggle mat karna — aur zaroor dekhiye Taskaree sirf Netflix par.'The bigger pictureNetflix India has deployed similar experiential tactics for previous titles. For Squid Game Season 2, Netflix placed pink guards at public spaces, including Chandigarh Airport, where they were photographed alongside Diljit Dosanjh.For The Archies (2023), Netflix mounted a 100-day countdown billboard on Mumbai's Western Express Highway and ran brand collaborations with Starbucks, boAt, Maybelline, and Vistara. For Gangubai Kathiawadi, Netflix commissioned murals in Mumbai.The Taskaree campaign follows the same pattern: activations in public spaces, promos styled as non-advertising content, and collaborations with creators and media partners.The airport activation also reflects broader trends in India's OOH market. Digital OOH at high-dwell locations like airports has seen significant growth. Mumbai's Terminal 2 is a premium inventory location, and experiential activations that integrate DOOH with physical installations have become more common as brands look for formats that stand out.It makes sense. People skip ads. They scroll past banners. They tune out trailers. But gold bars on a baggage belt? A 'news bulletin' that tricks you for a few seconds? A customs officer showing up at the airport? That sticks.

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PCCI Backs DICT’s Blockchain Budget System as ‘Game-Changer’ for Investor Confidence | BitPinas
platodata21d ago

PCCI Backs DICT’s Blockchain Budget System as ‘Game-Changer’ for Investor Confidence | BitPinas

Disclaimer: This article is for informational purposes only and does not constitute financial advice. BitPinas has no commercial relationship with any mentioned entity unless otherwise stated. 📬 Get the biggest crypto stories in the Philippines and Southeast Asia every week — subscribe to the BitPinas Newsletter. The Philippine Chamber of Commerce and Industry (PCCI), the [...]

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Beazley (LON:BEZ) Shares Up 40.5% – Here’s What Happened
thelincolnianonline21d ago

Beazley (LON:BEZ) Shares Up 40.5% – Here’s What Happened

Beazley plc (LON:BEZ – Get Free Report)’s stock price shot up 40.5% on Monday . The company traded as high as GBX 1,195 and last traded at GBX 1,152.45. 15,440,655 shares were traded during trading, an increase of 107% from the average session volume of 7,449,580 shares. The stock had previously closed at GBX 820. [...]

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NYSE previews platform for tokenized stock trading
siliconangle21d ago

NYSE previews platform for tokenized stock trading

The New York Stock Exchange plans to launch a trading venue that will enable investors to buy and sell tokenized stocks. The NYSE’s parent company, Intercontinental Exchange Inc., announced the initiative today. A tokenized stock is a digital asset pegged to the share price of a publicly traded company. Tokenized stocks can also be tied [...]The post NYSE previews platform for tokenized stock trading appeared first on SiliconANGLE.

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A Nostalgic Look Back to 2016 With a PYMNTS Twist
pymnts21d ago

A Nostalgic Look Back to 2016 With a PYMNTS Twist

As nostalgia sweeps across social media, touching everything from posts to playlists, 2016 has emerged as a reference point for how different things felt and how much optimism was embedded in the moment. It was a year when technology promised reinvention, platforms promised scale and digital experiences promised to feel effortless across all manner [...]The post A Nostalgic Look Back to 2016 With a PYMNTS Twist appeared first on PYMNTS.com.

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FG Rejects Northern Elders’ Gold Refinery Siting Claim
nigeriacommunicationsweek21d ago

FG Rejects Northern Elders’ Gold Refinery Siting Claim

Federal Ministry of Solid Minerals Development has debunked allegations by the Northern Elders Forum that the Federal Government sited a gold refinery in Lagos, breaching the federal character principle. In a statement from Abuja, Special Assistant to Minister Dele Alake, Segun Tomori, described the claim by the forum’s spokesperson, Prof. Abubakar Jiddere, as “false and [...]

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