Netflix India Reduces Marketing Budgets for Heeramandi and The Archies; Focuses on SRK’s Daughter Suhana Khan’s Tudum Debut
Netflix, once a pioneering player in the OTT space, has faced tough competition as other platforms have secured significant chunks of compelling content. Tudum, the global fan event by Netflix where major shows and movies are announced, is set to take place in Brazil this year. However, Netflix India’s offerings appear limited, with Zoya Akhtar’s The Archies, featuring young actors Mihir Ahuja, Dot, Khushi Kapoor, Suhana Khan, Yuvraj Menda, Agastya Nanda, and Vedang Raina in lead roles, being the main highlight. The much-anticipated debut of superstar Shah Rukh Khan’s daughter, Suhana Khan, in the acting world has garnered significant attention. While other countries boast big titles like Bridgerton, Extraction, Squid Game, Emily in Paris, Queen Charlotte: A Bridgerton Story, Never Have I Ever, and Heart of Stone, the Indian slate seems to rely solely on The Archies.
A source attending the event informed Bollywood Hungama, “There is excitement due to SRK’s daughter, as expected. Netflix India is banking heavily on The Archies, which has been a major selling point for the Indian media attending the event. Previously, Netflix had a plethora of content, but now many quality shows and films are with Prime Video, and the new major player, JioCinema. At one point, both Netflix bosses Reed Hastings and Ted Sarandos boasted about the content coming out of India, but the landscape has changed since then.”
Sanjay Leela Bhansali’s highly anticipated project, Heeramandi, is also scheduled for release on Netflix this year. However, the marketing budgets for both Heeramandi and The Archies have been significantly reduced due to the intense competition in the OTT world, particularly with the entry of JioCinema. A source associated with the platform stated, “There were grander plans for marketing our upcoming content, but the budgets have been slashed considering the current financial scenario. The promotions will be carried out, but with cautious spending.”
Interestingly, Heeramandi did not receive mention in the Tudum email sent to the media, despite its potential, given Sanjay Leela Bhansali’s track record. The film features Sonakshi Sinha, Aditi Rao Hydari, Manisha Koirala, and Richa Chadha. Fans are eagerly anticipating Netflix India’s surprises at the event in Brazil on June 17th, hoping for exciting announcements and fresh content offerings.
