Mumbai: ALTBalaji, one of the leading OTT players known for its Hindi originals, today announced its association with Josh, India’s leading-growing and most engaged short-video app, for their upcoming release ‘Cartel’. With 80% of ALTBalaji’s audience being less than 35 years of age, the partnership with a youth-centric app like Josh provides a perfect platform to promote a thriller entertainment series that features more than 138 actors.
Josh has a confluence of India’s top 1000+ best creators, 20000 strong managed community of creators with a minimum of 100M reach across demographics. The association with ALTBalaji will see multiple collaborated activities, including actor videos, social media content, contests, giveaways, and much more. To begin the show promotions, Josh is all set to start the #CartelChallenge for their users to generate uber-cool videos with Cartel dialogues.
Commenting on this partnership, Divya Dixit, SVP, Marketing & Revenue at ALTBalaji, said, “Josh is a made in India short video app catering to the youth and mass India just like our platform, which is majorly youth-centric. Also, UG content and Influencers promotion enhance the surrounding noise on the show and encourage deeper audience involvement. This partnership allows us to reach and involve our target group effortlessly.”
“We are happy to be the partner of choice for ALTBalaji as it launches its thriller entertainment series ‘Cartel’. The association is a perfect fit as both, Josh as well as ALTBalaji, are youth-centric brands that are encouraging and supporting indigenous talent and creativity in India. Through our ‘#CartelChallenge’, we aim at promoting ALTBalaji’s new release by leveraging the power of bite-sized, snackable content” said Sunder Venkatraman, Head of Creator and Content Ecosystem, Josh.