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.
Director : we have to cast Nawazuddin Siddiqui
Producer : book his dates
Director : and Radhika Apte
Producer : we have booked her years
— Pakchikpak Raja Babu (@HaramiParindey) August 27, 2018
Netflix using Radhika Apte. pic.twitter.com/fzBSGU15vc
— SAGAR (@sagarcasm) August 27, 2018
New Android update. Found a #RadhikaApte app on my phone.
— SK (@brokenhaloSK) August 28, 2018
When you open Netflix. pic.twitter.com/PrHbsidvKM
— Mask ishan (@Mr_LoLwa) August 27, 2018
— Dipal Vadgama (@dipal_gajjar) August 28, 2018
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:
Netflix trolling back people who say they're overdoing the Radhika Apte part… in style 🙂 pic.twitter.com/vciGuWwR1A
— Karthik (@beastoftraal) August 29, 2018
They further went on post saying , “We had a crush so intense, we wrote her multiple letters.”:
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:
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.
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 “.
Well, she is everywhere. pic.twitter.com/XcEw0OjtHf
— Netflix India (@NetflixIndia) August 29, 2018
KFC India then decided to cash in, with a tweet indicating that whatever the occasion, KFC Chicken apt hai:
— KFC India (@KFC_India) August 30, 2018
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:
— RELIANCE MUTUAL FUND (@Reliance_MF) August 30, 2018
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?”