MUMBAI: Jewel Thief: The Heist Begins may be struggling to find fans among film critics, but Netflix has pulled off a marketing masterstroke that’s impossible to miss.

While reviewers have slammed Siddharth Anand’s latest caper — calling it an amateurish effort with a threadbare plot and little thrill — Netflix’s promotional team deserves a standing ovation. One of Mumbai’s most iconic landmarks, the Worli Sea Link, has been spectacularly transformed into a giant billboard for the film.

In an audacious move, the entire cable span of the Sea Link now features a striking projection: a glowing red sun diamond, Netflix’s logo, followed by a larger-than-life poster of Saif Ali Khan and Jaideep Ahlawat, capped with a bold call to action to watch Jewel Thief.

The OOH campaign was executed by Wavemaker India and GroupM Kinetic, in collaboration with Netflix. As Wavemaker summed it up on LinkedIn:
"Borrowed the Sea Link under the moonlight. Returned it before the sun rises. Jewel Thief is stealing the show with a striking OOH campaign."

After bagging Mumbai’s most famous bridge, one can only wonder: what will they “borrow” next?