Netflix × Mirzapur, the BTS comeback and Airtel × Netflix — what each campaign was asked for, how big a cast it took, and what the numbers came back as.
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Why Deecode
The roster is ours, not rented.
600+
Creator roster
100+
Campaigns delivered
70M+
Views generated
80+
Brand partners
Direct to the creator
We manage the talent we cast, so a shortlist is a phone call rather than a chain of intermediaries — and a brief survives reaching the person who films it.
Three markets
India, the USA and Dubai, so a launch that has to travel does not need a second agency to leave the country.
Judged on business impact
Reach, impressions, engagement rate and cost per engagement, reported against what we said the campaign would do before it ran.
Brands we have run campaigns for
Garnier · Monster · Red Bull · Polka Pop · Red Bus · Jio Saavn · Commudle · Qoneqt · Coolberg · Hell · Cornitos · Hilary Rhoda · Ixigo · Vedorra
The work
At a glance
What the three campaigns delivered.
130+
Creators activated
255+
Content assets
43M+
Combined reach
63M+
Impressions
3.5M+
Engagements
53M+
Views delivered
Creator content · 7 clips
Netflix × Mirzapur
A full house in Lucknow, from inside the screen
Netflix × Mirzapur
A creator at the campaign wall
BTS Comeback
The title card, and the room goes up
BTS Comeback
The house filling before the stream
BTS Comeback
The stage, on the big screen
BTS Comeback
Light sticks up across the hall
BTS Comeback
Creators on the floor, mid-cheer
Totals are the three campaigns' own reported figures added together — reach and impressions are not de-duplicated between them, so treat the combined reach as campaign reach summed, not as unique people. Estimated media value came to ₹65L+ across the two campaigns where it was modelled.
The work
Creator content
Stills from the creator content the three campaigns ran. The films play at www.deecodemediahouse.com/netflix-case-studies.
Netflix × MirzapurA full house in Lucknow, from inside the screenNetflix × MirzapurA creator at the campaign wallBTS ComebackThe title card, and the room goes upBTS ComebackThe house filling before the streamBTS ComebackThe stage, on the big screenBTS ComebackLight sticks up across the hallBTS ComebackCreators on the floor, mid-cheer
Case study 01 / 03
Netflix · Film launch
75 creators for a fandom that was already waiting.
A high-energy, creator-led campaign around the Mirzapur film: 75 pop-culture creators producing 150+ assets to build buzz, conversation and anticipation for Netflix — aimed at a fan community that already knew every line.
The brief
Build mass awareness for the Mirzapur film
Create excitement and anticipation around the film
Leverage the strong Mirzapur fan community
Drive social conversation through creators
Amplify Netflix's messaging across social platforms
30M+
Views delivered
Across creator-led Reels, Stories and social content.
75+
Creators activated
150+
Content assets
25M+
Total reach
35M+
Impressions
2M+
Engagements
7%+
Engagement rate
Business impact
₹40L+
Estimated media value
4x
Estimated earned media value
₹1.20
Estimated cost per engagement
Case study 02 / 03
Netflix · Music & pop culture
50 creators turned a comeback into a conversation.
A creator-led social campaign around the BTS comeback: 50+ creators and 100+ assets built to drive conversation and visibility through the youth and pop-culture audiences that carry a fandom of that size.
The brief
Create mass awareness around the comeback
Generate excitement and anticipation
Drive social conversation through creators
Reach youth and pop-culture audiences
Maximise organic content amplification
20M+
Views delivered
Across creator-led Reels, Stories and social content.
50+
Creators activated
100+
Content assets
15M+
Total reach
20M+
Impressions
1.2M+
Engagements
7%+
Engagement rate
Business impact
₹25L+
Estimated media value
3.5x
Estimated earned media value
₹1.25
Estimated cost per engagement
Case study 03 / 03
Airtel × Netflix · Brand storytelling
#MillionThankYou: five creators, one story worth telling slowly.
Operation Safed Sagar, told through creators rather than around them. The campaign carried Airtel and Netflix's message into the 27-year journey of the Indian Air Force — five creators, five pieces of content, and a cast kept deliberately small so each story could hold its weight.
The brief
Build awareness for Operation Safed Sagar
Create an emotional connection with the audience
Drive conversation around the Indian Air Force's 27-year journey
Amplify the Airtel × Netflix campaign message through creators
Generate high-quality social content and organic engagement
3M+
Views delivered
Across Instagram Reels and Stories.
5
Creators activated
5
Content assets
3M+
Total reach
8M+
Impressions
367K
Engagements
The smallest cast of the three campaigns, and the most engagement per creator of the three — 367K engagements off five pieces of content. Emotional storytelling does not need a crowd to carry it.
The pattern
Cast size is a decision, not a budget line.
Three launches, none of which wanted the same thing. What they had in common was not the number of creators — it was that the number was chosen on purpose.
75creators
A fandom already talking
Mirzapur came with a community that had been quoting it long before we arrived. That wants volume and simultaneity — enough creators at once that the campaign reads as weather rather than advertising.
50creators
A fanbase in every market
A BTS comeback reaches an audience spread across every market at once. That wants a cast big enough to carry the conversation, and to keep carrying it after the first wave.
5creators
A story told slowly
Operation Safed Sagar needed weight, not noise. Five creators, five pieces of content — and the most engagement per creator of the three.
Same team, same method, three different answers. The casting is where a campaign is won, which is why it is the first thing we do and the first thing we will show you.
What we do
One team from casting to the closing report.
01
Influencer marketing
Creator discovery and matchmaking, campaign strategy and execution, and the performance reporting that closes it out.
02
Content production
Concept development and scripting, end-to-end video production, and multi-platform editing and packaging.
03
Brand strategy
Social media strategy, audience and trend intelligence, and ROI-driven media planning behind the cast.
No hand-offs between agencies, and one team accountable for the number at the end.
How we run one
The same five steps, sized to the title.
01
Casting
Creator discovery and matchmaking against the audience the title actually needs — niche by niche, market by market.
02
Creative
Concepts and scripts developed per creator, so the message survives being said in their own voice.
03
Production
End-to-end video production and multi-platform editing wherever a creator needs the lift.
04
Amplification
Sequencing across Reels, Stories and platform-native formats, so the noise lands together rather than trickling.
05
Reporting
Reach, impressions, engagement rate and cost per engagement, reported against what we said the campaign would do.
Next
Tell us what you're launching — we'll tell you who should say it.
Same team, same playbook, sized to the title. Tell us what you are putting out and we'll come back with a cast, a content plan and the numbers we think it does.
How we start
01
Send the brief
The title, the audience and what a win looks like. A paragraph is enough to work from.
02
We come back with a cast
A shortlist with reach and rates, a content plan, and the numbers we think it does.
03
We run it and report
Production, release sequencing, and a closing report against the plan we agreed.
