Radhika Apte Triggers ‘Apt Hai’ Campaigns

Well, we all love to see and learn some new marketing tips and tricks from the best companies around the world. For those active on social media, you would know this new trend of ‘Apt Hai’ triggered by Bollywood actress Radhika Apte is going viral. Top companies like Netflix India, CEAT Tyres, Zomato and KFC have joined the bandwagon on Twitter and other platforms.

How did it all begin?

Netflix India is becoming immensely popular as the days go by, and one of the main reasons for this sudden surge in Netflix subscriptions in India is Sacred Games, a web series in which Radhika Apte starred, alongside some other top Indian actors. Following the success of Sacred Games and Apte’s brilliant performance in the series, she has also gone on to work in other Netflix productions like Lust Stories and now, Ghoul.

So her presence has been felt all over Netflix of late and her ‘omnipresence’ on the media services provider has led to several trolls and memes being made across social media. Before we get into the marketing ideas that followed, let’s take a look at some of the best tweets on Radhika’s omnipresence:

Now instead of reacting to these jokes on social media in a negative way, Netflix India decided to reply to the haters and trollers by beating them at their own game. They decided to hit back in style, adding ‘just another Radhika Apte fan account’ to their official Instagram page, along with a series of tweets and satire posts:

They further went on post saying , “We had a crush so intense, we wrote her multiple letters.”:

We had a crush so intense, we wrote her multiple letters. #TATBILB

A post shared by Netflix India (@netflix_in) on

They coined the Radflix’ term and posted a 2-minute spoof video of Radhika starring in a ‘Radflix Original’ film, while also posting about an upcoming production called ‘Omnipresent’, with the only cast being Apte:

Radhika made this poster herself.

A post shared by Netflix India (@netflix_in) on

So while Netflix was having some fun with their fans and haters both, some other top companies decided to join the bandwagon over the next 24 hours. The first to jump on was CEAT Tyres, with the company deciding to use the term ‘Omnipresent’ in a video they created and posted on Facebook.

They recreated an older ‘Mahapurush’ advertisement to ‘Omnipresent’, depicting the condition of Indian roads and the omnipresence of various types of idiots on the roads. For that, CEAT Tyres are a must, thus using the hashtag #RoadSafetyAptHai. Check out the video here:

The next to hop on was popular restaurant and food delivery service app and website, Zomato. The company took to Twitter to list down a number of Paneer dishes they offer, with a caption saying “And you thought only Radhika is versatile 😜“. 

However, Netflix was quick to reply with a letter from each dish in Zomato’s tweet that spelt ‘Radhika’ to reinstate that she is indeed omnipresent. Check out that thread here:

KFC India then decided to cash in, with a tweet indicating that whatever the occasion, KFC Chicken apt hai:

Reliance Mutual Fund was the last from among the big companies to become a part of this ‘Apt Hai’ trend, but honestly, I think they could’ve been much better than this:

Apte was obviously questioned by the media about this sudden fame and everyone talking about what’s ‘Apt Hai’ and what’s not. She said, “I was very happy. I think it is a great compliment because it is such a great platform. Who would not like to be a part of the projects from Netflix?”

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About Dwayne Fernandes 353 Articles
Indian. 23. Management Graduate. Huge cricket fan. Twitter and Instagram - @dwayneeeboy

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