When trolling is tackled with funny banter, brand emerges ultimate winner

What Netflix did in the case of Radhika Apte was a response to social media trend and not a planned campaign

Which is your best campaign and why have you chosen it? When was it launched?

We work with over 40 brands today and hence for each new phase there is a favourite which, too, gets replaced in due course. This makes it tough to come up with one single answer for such a question but in the last two and a half years, the kind of work we have done for Netflix is the highlight for me. One such campaign which is really close to my heart is called Radflix, a portmanteau made by combining Radhika (Apte) and Netflix released in