Mumbai: ALTBalaji, India’s homegrown OTT platform, has an ongoing campaign #ALTBingefest, a digital event overflowing with entertainment for a month and a half. The campaign celebrates ALTBalaji’s audience; giving them chances to win goodies and sample the diverse catalogue of content spread over thriller, romance, youth and drama genre. The streaming platform has partnered with as many as seven youth brands to make this campaign a success. With 80% of ALTBalaji’s audience under 35 years of age, associating with these brands is a brilliant move. Moreover, these brands cover significant areas of interest for the youth, indirectly driving them to watch the show or head to the platform.
The various associations include a partnership with Park Avenue (From Raymond’s house) as the grooming partner responsible for giving out grooming hampers; Sterling Holidays as the holiday partner who will give away vacation vouchers. Growfitter, a fitness app, has come aboard as the fitness partner; Gifting platform Ferns N Petals, has associated as Gifting partners and will give away vouchers to the contest winners of the #ALTBingefest. Rental Fashion platform Flyrobe as the wardrobe partner and Screenox as the DOOH partner will contribute in going all out with various promotions on social media. Influencer Marketing Agency Social Ketchup will bring in multiple influencers to create a buzz about the ongoing campaign. These alliances have proven extremely useful in expanding a brand’s reach in the past.
The #ALTBingefest aims at giving their audience fun fan contests, binge marathons and will be rewarded with vouchers for holidays to memberships for their fitness regime along with some exclusive merchandise. Flyrobe and ALTBalaji have a partnership that creates a buzz on all platforms with a contest that has generously put out ten vouchers worth Rs. 2000 as giveaways along with ALTBalaji banners on their pages and Twitter conversations. In addition, they have organized contests and attractive prizes for the winners. Growfitter, sponsored 3-month subscriptions, personal training worth Rs. 2000/- and also Fitness Kits. It is no secret that these are brands loved by the youth for years now and such associations are an essential path for all the brands to grow in leaps.
Speaking on this latest marketing venture the platform has adopted, Divya Dixit, SVP, Marketing & Revenue, ALTBalaji, said, “The time is perfect with the festive season just around the corner and ALTBalaji aims at adding spark to their viewers lives with #ALTBingeFest campaign. This multiple brand association model allows ALTBalaji to celebrate their audience and reward them for being entertained. We look forward to a joyous holiday season for all binge-watching.”
