ALTBalaji, one of India’s leading homegrown OTT platforms, that has been ruling the streaming industry with its diverse entertaining and relatable offerings, once again displays its quirky youthful side. Introducing its latest monsoon campaign, #ALTBINGEATHON, the platform takes a fun route to raise awareness around staying safe at home amidst the ongoing pandemic and lift their spirits by binge-watching ALTBalaji’s entertaining content library.
Monsoon season has always brought with it multiple plans, and it can be interesting for Gen Z to spend monsoons at home. With 80% of their audience aged below 35 years, ALTBalaji introduces this quirky campaign for the youth that encourages everyone to stay at home safely while giving them a wide variety of captivating content to explore and enjoy. In addition, the OTT platform has started a social media campaign, reminding people to log into ALTBalaji and binge-watch their shows, amidst monsoons, with an engaging video.
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Catering to the demands and preferences of the Indian audience, ALTBalaji has been creating shows across various genres to cater to everyone’s needs. While for the underserved male audiences between 18-40, who opt for sports on digital platforms, ALTBalaji offers engaging fast-paced content like Apharan with an 8.3 IMDb rating, Bicchoo ka Khel with an 8.5 IMDb rating, Paurashpur with an 8.5 IMDb rating, to name a few. For their female audiences, specifically in the drama genre for the urban masses, the shows in their library include Broken But Beautiful with a 9.3 IMDb rating, Kehne Ko Humsafar hai with 8.3 IMDb rating, Bebaakee with 8.2 IMDb rating, Baarish with an 8.3 IMDb rating, etc. The Married Woman with a 9.4 IMDb rating, His Storyy with a 9.7 IMDb rating, The Test Case with an 8.4 IMDb rating, Bose: Dead v/s Alive with an 8.8 IMDb rating, to name a few, is for the urban Indian and International audiences.
On the back of a successful year, ALTBalaji witnessed and celebrated many industry firsts. ALTBalaji has been a pioneer in starting the trend of diverse original soundtracks in the web-series space. The original soundtracks go beyond genres with beautiful melodies like ‘Galliyaan’ by Asees Kaur from Bebaakee or ‘Bematlabh’, the title track of The Married Woman, sung, penned, and composed by Amrita Bagchi to a rap from Dopeadelicz giving Mum Bhai its title song! ALTBalaji’s latest release Broken But Beautiful, assembled talented music composers including, Amaal Malik, Akhil Sachdeva, Vishal Mishra, and Sandip Patil, to create soulful originals that trended across social media.
On the campaign, Divya Dixit, SVP, Marketing & Revenue at ALTBalaji said, “Monsoon is the perfect weather to get into our cozy space and enjoy binge-watching our favourite shows while we relish the rains through the window. #ALTBINGEATHON is a reminder to our audience to go back and watch those shows they always wanted to. With 84+ Hindi original shows across all genres, we want our audiences to be spoiled for choice. We can only promise more and more entertaining content going forward.”
ALTBalaji continues to drive the OTT habit for mass India creating consistent hits. The company sold 4.7m subscriptions during the year and currently has an active subscriber base of over 2.3m. ALTBalaji continues to drive deeper audience engagement by creating memorable content that is targeted at mass India. The three-month subscription on the platform is priced at INR 100 only and offers over 84 shows with unmatched content diversity.
With a strategy to focus on youth programming for the country, ALTBalaji’s offerings include premium, disruptive content and original series across genres. Having mastered the art of creating content within a budget, ALTBalaji offers an attractive pricing strategy of less than a rupee a day annually with cashback offers that allow people from all backgrounds to gain access to the original shows. With originality, courage, and relentlessness at its core, ALTBalaji stands out for avant-garde, non-conformist, inclusive, effervescent, and has something for everyone.
