× INITIATIVE / OMG × NETFLIX
Partnership proposal
May 2026 · v1.0
The Next-Reel Campus Circuit

Turn 25 college campuses into Netflix's earned-media engine.

Proposed by Blend — India's Creative Entrepreneurship Ecosystem
Proposed to Initiative India · Omnicom Media Group
For Netflix India · in partnership with Initiative
02 · 14 The window
May 2026 — fresh ink.

The mandate is fresh.
The proof points aren't.

BREAKING · MAY 7–9, 2026

Netflix awards ₹300 Cr India media mandate to Omnicom's Initiative — pitch focused on regional outreach, audience intelligence, and non-metro penetration.

Storyboard18 · Exchange4Media · Adgully

Initiative just won a ₹300 Cr account on the promise of taking Netflix into Gen Z and Tier 2/3 audiences. Within ninety days, the team needs a marquee proof point that delivers exactly that. That's the gap we close.

Blend Next-Reel · Blend × Initiative × Netflix
03 · 14 The promise Three things Initiative promised Netflix.

Three capabilities.
One partner who can deliver them.

01

Regional reach.

Non-metro penetration. Tier 2 and Tier 3 cities. The audience paid-media dashboards can target but never culturally land with.

02

Audience intelligence.

First-party signal from inside the culture — language, format, sentiment, behaviour. Not a panel. A network.

03

Cultural relevance.

Gen Z college audiences, in their own voice, on their own platforms. Earned, not bought. Authored on campus.

Blend is built to deliver all three — at once. Same activation. Same week. Same cheque.

Blend Next-Reel · Blend × Initiative × Netflix
04 · 14 What we add Three capabilities we layer onto the plan.

What Blend delivers, alongside the media buy.

DELIVERS · 01

Earned reach Gen Z trusts.

Hundreds of pieces of authentic, on-campus UGC — created by students for their own communities. Friends, hostels, college film clubs. The format the next hundred million streaming subs actually share.

10–12% Pilot engagement · vs 2–3% paid-social benchmark
DELIVERS · 02

A line into the 18–24 cohort.

Cohort-led activations across closed-group WhatsApp, Discord servers, hostel reels and college Insta pages — surfaces dashboards can't see. With first-party signal back on language, format and sentiment.

25M+ College students reachable through this network
DELIVERS · 03

A young filmmaker pipeline.

A live, mapped network of college film clubs and student creators — feeding Netflix's writers' rooms, casting, and originals teams with talent at the start of their careers, not the back end of a festival circuit.

200+ College film clubs · all on one mapped network
Blend Next-Reel · Blend × Initiative × Netflix
05 · 14 The idea
★ THE HERO IDEA

Next-Reel:
Netflix's campus
premiere circuit.

Every Netflix India tentpole gets a coordinated 25-campus premiere week. Student film clubs as venues. Blend Crew as on-ground producers. Netflix's creative team as the jury. A film festival, a content factory, and a talent pipeline — collapsed into one product.

Blend Next-Reel · Blend × Initiative × Netflix
06 · 14 The math Per release. Same equation, every time.

25 campuses. Cohorts on rails. One release.

VENUES 25
campuses Tier 1 + Tier 2 cities. Hosted by student film clubs.
×
PRODUCTION 18
cohorts Always-on. Six to seven paid Gen Z creators per cohort.
×
CYCLE 6
weeks Locked to Netflix's release calendar, repeatably.
=
PER RELEASE 500+
UGC pieces Earned. Authored on campus. Pilot-validated unit economics.

Same engine. Six releases a year. 3,000+ pieces of earned content over twelve months.

Blend Next-Reel · Blend × Initiative × Netflix
07 · 14 The engine Who Blend is, for the room.

Three engines.
One closed loop.

DISCOVER

BlendHack

Creative hackathons on college campuses. Hundreds of UGC ideas in a weekend — for the price of one agency pitch. Top performers move into Crew.

Visit BlendHack ↗
GENERATE

Blend Crew

Dedicated cohorts of 6–7 paid Gen Z creators (₹15K/month). Designers, videographers, editors, writers — assigned to your brand. Always-on. Trained.

Visit Blend Crew ↗
DISTRIBUTE

Creator Hub

Post a brief, match the right Crew. As cohorts scale across cities, it becomes a Gen Z media channel built around your brand.

Visit Creator Hub ↗

2 active cohorts running today — Cohort 1 closed in Bengaluru with 140+ pieces of content and 50+ brands engaged. A campus ambassador programme is rolling out next to extend the same engine onto college grounds across the country.

Blend Next-Reel · Blend × Initiative × Netflix
08 · 14 The proof Three months. Bangalore. Zero paid amplification.

We've already done this — at a smaller scale.

140+
Content pieces produced in 3 months — zero paid budget.
12%+
Engagement rate — versus 2–3% industry average on paid social.
3.14L
Combined Instagram reach across cohort handles, organic.
50–60
Brands networked through Blend Bazaar and cohort cross-pollination.

Pilot was the proof of concept. Next-Reel is the same engine — on a release calendar, on a country-wide grid.

Blend Next-Reel · Blend × Initiative × Netflix
09 · 14 The pillars What one release cycle actually looks like.

Four pillars.
One release-tied rhythm.

PILLAR · 01

Campus Premiere Nights

Pre-launch screenings hosted by 25 college film clubs. Crew produces BTS, reactions, and edits live on-night. The screening is the content.

PILLAR · 02

Themed Creator Challenge

A short-film prompt tied to the release genre. "Make the prequel." "Remix as comedy." 300–500 student-made films per cycle.

PILLAR · 03

Finale Judged by Netflix

Top 10 films screened at a Blend Bazaar finale event. Netflix India creative leads on the jury. Winners get cash, mentorship, a Netflix shortlist seat.

PILLAR · 04

Talent Pipeline → Originals

Finalists feed a curated database — writers' rooms, casting, short-form commissioning. Crew alumni stay on retainer. The pipeline compounds.

Blend Next-Reel · Blend × Initiative × Netflix
10 · 14 The rhythm The operating cadence — repeatable, predictable.

A 6-week cycle.
Locked to release calendar.

WEEK −4

Brief & Cohort Lock

Netflix shares release info under NDA. Cohorts briefed across 25 campuses. Challenge prompt co-designed. Ambassadors mobilised.

WEEK −2

Premiere Nights

Coordinated pre-launch screenings at 25 colleges. BTS, reactions, vox-pops, watchalong content go live same-night.

WEEK 0

Release Drop

Show launches globally on Netflix. Crew amplification continues. Creator Hub seeds finished assets to a wider creator network.

WEEKS +1–3

Creator Challenge

Submission window opens. 300–500 entries expected. Crew curates the longlist. Netflix team reviews the top 20.

WEEK +4

Finale & Handoff

Live finale in one host city. Netflix jury picks winners. Top 10 released as a Next-Reel × Netflix drop. Talent database handed over.

Blend Next-Reel · Blend × Initiative × Netflix
11 · 14 The year Twelve months on Next-Reel.

Six tentpoles.
One permanent circuit.

3,000+

pieces of earned content per year — authored on campus, owned by the partnership.

6 Tentpole release cycles per year — at Netflix's pace.
150 Campus premiere nights — 25 campuses, six cycles.
1,800+ Student filmmakers surfaced for Netflix's writers' rooms.
60 Co-branded short films released as Next-Reel × Netflix.
Blend Next-Reel · Blend × Initiative × Netflix
12 · 14 The scorecard Two stakeholders. One programme.

Built so both scorecards move.

FOR INITIATIVE / OMG

Media value.

  • 01500+ pieces of authentic UGC per release.Reels, BTS, reactions, vox-pops, creator films — all Crew-produced.
  • 0225-campus geographic footprint.Tier 1 + Tier 2 cities. The non-metro promise made concrete.
  • 0310–12% engagement, pilot-validated.Versus 2–3% paid-social benchmark. Honest math.
  • 04First-party audience intelligence.Sentiment, format, language usage — per release, per region.
FOR NETFLIX INDIA

Brand & IP value.

  • 01Cultural penetration in Gen Z college networks.The single hardest audience to reach in India today.
  • 02300+ filmmaker pipeline per cycle.Surfaced and curated for casting and writers' rooms.
  • 03Co-branded "Next-Reel × Netflix" content drop.Ten short films per cycle — Netflix distribution rights negotiable.
  • 04Community moat vs JioHotstar & Prime.Owned campus network. Difficult to replicate. Impossible to outbid.
Blend Next-Reel · Blend × Initiative × Netflix
13 · 14 The IP layer Three franchises that compound, cycle after cycle.

Beyond the campaign — ownable IP.

SHOWCASE

Next-Reel ×
Netflix Presents

A quarterly short-film showcase using the 10 winning student films per cycle. Could anchor a Netflix India "Next" channel — short-form discovery, branded.

≈ 40 short films / year
SOCIAL

The Watch
Party Tapes

A Netflix social-first episodic show built from the best moments across 150 campus premiere nights. One campus, one release, one community — per episode.

≈ 24 episodes / year
DOC

Made on
Campus

Crew-led mini-documentaries on the making of the winning student films. Co-branded with Netflix India. Library compounds across cycles.

≈ 24 episodes / year
Blend Next-Reel · Blend × Initiative × Netflix
14 · 14 The path From this room to in-market.

From here, 90 days to launch.

STEP · 01

Working session

Initiative strategy + planning leads with Blend. Align measurement, release calendar fit, FY27 milestones.

WEEK 1
STEP · 02

Joint pitch

Initiative + Blend to Netflix India creative and marketing leadership. Confirm exclusivity, IP terms, first release pick.

WEEKS 2–3
STEP · 03

Wire-up

MSA signed. Cohorts ramped. Campus MOUs signed. First release picked. Programme team in seats.

WEEKS 4–6
STEP · 04

Pilot cycle in market

First pilot release activation at half-scale. 500+ pieces of UGC live. First Netflix-judged finale runs.

MONTH 3
Blend / Tessarakt itsblend.studio hello@itsblend.studio · Bengaluru
Initiative / OMG India Vaishali Verma · CEO, Initiative India omnicommediagroup.com
Codename · NEXT-REEL v1.0 · May 2026 · Confidential For partnership review only