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Tag: Divya Dixit

  • Divya Dixit takes the reins at Recz as CEO

    Divya Dixit takes the reins at Recz as CEO

    MUMBAI: Serial growth specialist and former AltBalaji, Z5 and Google Appscale mentor Divya Dixit has taken over as chief executive officer of Recz, a luxury-focused consumertech and social networking platform that recently rolled out its beta version.

    Announcing her new role on LinkedIn, Dixit invited users to “make a profile, play with it, and share brutally honest feedback.” She’s promised to helm Recz with “obsession-worthy execution” and build not just a product but a brand that’s “loved and lived.”

    With over two decades of experience across entertainment, telecom, OTT, and gaming, Dixit has previously held senior roles at AltBalaji (senior vice president, marketing and revenue), Z5, LeEco, and Tata Docomo. She’s also been an advisor to startups in blockchain, metaverse, OTT, and music tech, while currently consulting for One Health Assist.

    As Recz eyes scale in the niche but rising luxury digital segment, Dixit’s entry signals an aggressive play for user growth, community building, and monetisation. Whether Recz becomes the next app obsession may depend on how sharply it can execute under her leadership — and how quickly it tunes in to user vibes

    (If you are an Anime fan and love Anime like Demon Slayer, Spy X Family, Hunter X Hunter, Tokyo Revengers, Dan Da Dan and Slime, Buy your favourite Anime merchandise on AnimeOriginals.com.)

  • One Health Assist appoints Divya Dixit as chief growth officer

    One Health Assist appoints Divya Dixit as chief growth officer

    Mumbai: One Health Assist has announced the appointment of business strategy veteran, Divya Dixit, as chief growth officer. In this role, Divya will be responsible for spearheading the organisation’s innovative growth initiatives, driving revenue generation through strategic partnerships and multi-channel marketing efforts, both in domestic and international markets.

    With over 25+ years of diverse experience in growth marketing, digital transformation, and business expansion, Divya has previously worked with leading organizations such as Alt Balaji, ZEE5, Saregama, Tata Docomo, Star TV, UTV, Sony Entertainment, and Barista Coffee. Her ability to scale businesses and transform brands has consistently delivered impressive results across sectors, establishing her as a leader in growth-driven roles. At Alt Balaji, under her four year leadership tenure, it witnessed a stupendous business growth, growing from a seven crore topline to a 110 Crore.

    As the CGO, Divya’s mandate focuses on driving business to consumer revenue for the brand and strategic business collaborations as well as focus on wellness and ecommerce divisions. Her role will encompass creating and executing growth-driven strategies that expand the company’s footprint in India as well as International Markets, ensuring the brand’s continued upward trajectory.

    One Health Assist founder Davinder Bhasin expressed his enthusiasm about her appointment, saying, “We are thrilled to welcome Divya onboard as our Chief Growth Officer. Her exceptional portfolio in scaling companies through growth as well as strategic initiatives speaks for itself and she will play a crucial role in our vision to be the market leader as we enter this dynamic phase in the healthcare sector.”

    One Health Assist co-founder Karan Arora added, “Divya’s proven track record of driving growth across diverse industries speaks volumes. As a forward-thinking healthcare ecosystem, One Health Assist will rapidly establish its market presence and Divya’s fresh perspective will be key to revolutionizing healthcare ecosystem”

    Speaking on her new role, Dixit said, “I’m excited to join One Health Assist at such an inflection point for the healthcare sector. Leveraging my experience across industries and startups, I look forward to driving top line initiatives that will further One Health Assist’s mission to revolutionize healthcare through digital transformation as well as driving incredible consumer experience. The brand is uniquely positioned to be an industry leader, and I’m eager to be a part of this growth curve.”

  • Divya Dixit, SVP – Marketing, Partnerships & Revenue of Alt Balaji moves on

    Divya Dixit, SVP – Marketing, Partnerships & Revenue of Alt Balaji moves on

    Mumbai: Altbalaji senior vice president marketing partnerships and revenue Divya Dixit has moved on. She confirmed the development to Indiantelevision.com and is currently serving her notice period.

    Dixit joined Balaji Telefilms in September 2018 and has been leading its OTT platform Altbalaji’s direct subscription growth and marketing for its originals. She was previously associated with Zee5 as vice president of marketing and direct revenue.

    Dixit has two decades of experience in the media industry with stints at Star TV Network, Saregama India, UTV, Sony Entertainment Television and Percept.

  • How viewer data analytics are shaping operators’ revenue and content strategies

    How viewer data analytics are shaping operators’ revenue and content strategies

    Mumbai: Indiantelevision.com, in partnership with Synamedia, organised a virtual webinar on ‘how analytics shaping operators’ revenues and content strategy?’ on 23 March. The panel discussion was joined by Altbalaji’s Divya Dixit, MX Player’s Viraj Jit Singh, Zee5’s Abhirup Datta, and Synamedia’s Amruta Shankar. Shankar, who is Synamedia’s director of data and analytics, has penned observations of the panelists and highlighted the crux of the discussion.

    During a recent IndianTelevision webinar, I was joined by leading Indian OTT streaming platforms, Altbalaji, MX Player and Zee5 to discuss their wealth of video data, and how it can be leveraged to address their pain points and achieve genuine business-boosting results.

    Bringing together all the digital clues that viewers leave behind when they watch video content across an ever-increasing number of screens is critical to ensuring data caters to the different needs of the organisation. It helps the content rights manager to understand what viewers want to watch, or the marketing director to realise when and how they want to watch content. The product manager can use data to ensure that the content is searchable and keeps viewers engaged.

    “Our entire business and growth are based on data,” said MX Player’s senior vice president and head of revenue Viraj Jit Singh.

    For streaming providers and operators, the content remains king, but data is the jewel in their crown. A source of priceless insights from across the video ecosystem, data can help to drive viewer engagement, reduce churn, slash operational costs and grow revenue.

    On-demand content is driving a lot of today’s consumption, and so to keep pace with changing viewing habits, “you have to be platform-agnostic,’’ remarked Altbalaji senior vice president of marketing, partnerships and revenue Divya Dixit. Whilst content ‘snacking’ on small screen devices is growing in prevalence, particularly through social platforms like TikTok, the lure of long-form content on the big screen in the living room continues to endure.

    ALSO READ | ‘Lock Upp’ is ALTBalaji’s ‘KBC moment’ as it forays into AVOD: Divya Dixit

    With data underpinning all the big decisions, including monetisation and advertising, all the panelists agreed that getting the tech stack right to cope with all the available data is vital. Equally important is ensuring the data is of sufficient quality to avoid a shifting base, where the numbers simply don’t add up from one month to another.

    Using data for business decisions certainly added up for Altbalaji and MX player’s latest joint venture, a new show called “Lock Upp,” which achieved over 100 million views in less than 20 days.

    Because MX Player is an AVOD platform, Singh emphasises the importance of understanding viewers “to get the right brands to advertise to the relevant audience, which obviously leads to higher efficiencies for advertisers but also better viewing for our subscribers.”

    Zee5 head of AVOD marketing Abhirup Datta agreed and said, “Leveraging data to showcase the right content to the consumer is very important….also using data about the viewing devices and what kind of content they end up watching.”

    Tackling pain points

    Datta shared how data can also help alleviate pain points including how to address ‘guest users’ on Zee5; juggling and balancing the risk of bringing new releases onto the platform at the expense of older consistently performing content; and ensuring an ad is served to the right cohort.

    For Dixit, her greatest headache is understanding why a consumer drops out at the subscription page or in the middle of sampling the first episode. She added, “the helping hand of somebody who can map out where the churn is coming from, and what needs to be done to rectify this, could obviously add a lot of value.”

    Listening to customers and optimising their experience

    For Singh, this is an ongoing process “we work very hard to listen to our consumers and try to over-deliver on their expectations.”

    Datta agreed that “a user’s experience is at the core of everything we do. It is our North star.”

    In business, the customer is always right, but more importantly, the customer’s data never lies. Scrutinising and validating that data objectively, and validating it using a trusted, independent third party has the power to deliver a treasure trove of valuable business insights.

    The last word goes to MX Player’s Singh, “listening to your consumer, understanding that data, and seeing how you can mix it all together and figure out a solution for them is the best metric you can work on today,” he said.

  • ‘Lock Upp’ is ALTBalaji’s ‘KBC moment’ as it forays into AVOD: Divya Dixit

    ‘Lock Upp’ is ALTBalaji’s ‘KBC moment’ as it forays into AVOD: Divya Dixit

    Mumbai: With its maiden advertising-based video on demand (AVOD) project “Lock Upp” delivering a stellar performance, Balaji Telefilms’ video streaming service ALTBalaji is currently experiencing its “KBC moment,” as the platform’s SVP of marketing and revenue Divya Dixit tells IndianTelevision.com. Clocking 100 million views within 19 days, and crossing 200 million unique views in 32, it has become one of the most-watched OTT reality shows since launching on ALTBalaji and MX Player.

    “Lock Upp” marks a turning point in ALTBalaji’s journey, as the popular subscription video-on-demand (SVOD) service opens up to the world of AVOD. The platform boasts 35 million subscribers, over 10 million MAUs, an engagement metric of 83 minutes per day, and a library of over 91 original shows. Up to 80 per cent of ALTBalaji’s audience is under 35 years of age.

    ALSO READ | Understanding ALTBalaji’s ‘under 35 viewers’ with Divya Dixit

    Having achieved these milestones, AVOD was a natural progression aimed at expanding the audience base, including via cross-sell and up-sell for ALTBalaji. Furthermore, “it adds a layer of advertising revenue over a successful SVOD business,” says Dixit.

    To this end, “Lock Upp” was designed to have an international appeal. Fronted by a controversial host Kangana Ranaut, and featuring equally controversial contestants, the show’s sets, costumes, tasks, and dares, were all planned to keep these objectives and audiences in mind. It will be exported globally from the next season.

    “After achieving tremendous success locally, the objective of creating a format that caters to the international audience is to expand our audience base as well as establish a homegrown exported-to-world IP, and have the freedom to implement new ideas,” states Dixit, adding that, “The strategy worked as the responses that we received have all been quite positive and exceeded the expectations.”

    The platform has registered equal male and female viewership in the 18-34 age group and a high Average Time Spent (ATS) for “Lock Upp.” International traffic on the app has also shot since it started streaming.

    Commenting on the idea behind launching AVOD with a captive reality show instead of other formats which ALTBalaji has seen success with, Dixit tells us that through AVOD the platform wants to ensure that its content also reaches the audiences that are currently still fence-sitters and buy-in OTT as a mainstream entertainment platform. “There had to be momentous propulsion and a valid reach thrust that would launch AVOD for us, and LockUpp with millions of views gave us that thrust,” she remarks.

    ALSO READ | ALTBalaji’s ‘Lock Upp’ garners 15 million views in 48 hours

    Going ahead, ALTBalaji will explore all different formats of entertainment through AVOD to have a prominent presence in the segment as well as to gain further reach. “Much like how we partnered with MX Player for ‘LockUpp,’ we are open to the ideas of other partnerships that will help us market our platform to the masses,” she asserts.

    The ALTBalaji IP “Lock Upp” was created in partnership with MX Player. Owned by MX Media, MX Player is an ad-supported OTT service with over one billion downloads and 280 million monthly active users globally. The reality show is its first attempt at unscripted content.

    “MX Player and ALTBalaji have always had a great business relationship, therefore we collaborated further on the show,” Dixit shares. “With the reach that MX Player enjoys, and with ALTBalaji emerging as a leader when it comes to unique content and marketing strategies, this is a win-win partnership for both platforms.”

    As ALTBalaji gears up for a long-term AVOD play, it has established separate, dedicated teams and plans for both its AVOD and SVOD offerings to ensure that they do not end up competing with each other. “We have had synergies with several platforms and our history shows that we have managed all those ventures very well and very efficiently. Be it SVOD or AVOD, our main focus has always been to provide world-class entertainment for our fans,” concludes Dixit.

  • Are women able to make their presence felt in M&E industry?

    Are women able to make their presence felt in M&E industry?

    Mumbai: Media and entertainment companies must take deliberate action to foster gender diversity at the workplace. This includes instituting mentorship programmes for emerging leaders, flexible work policies and empowering the female workforce to take up non-traditional roles.

    In the corporate world, women are not just encumbered by low female labour force participation of 27 per cent, they also face deeply embedded biases in leadership roles and emerging disciplines such as technology, product development and data science. Women have always been an integral part of the Indian media and entertainment (M&E) industry since its inception. The sector which employs four million people, both directly and indirectly, has a higher female labour force participation compared to other industries with more women represented in leadership roles every year.

    In the last decade, the M&E industry has seen a transformative shift led by increasing digitisation of workflows and emerging technologies. While women are well represented in creative fields they still lack a presence in management positions. Although this trend is changing, corporates have an outsized role to play in ushering in an era of gender inclusivity and diversity at the workplace. This includes policy changes that engender not just an egalitarian work culture but also encourage women to aspire to leadership roles. For example, the Companies Act 2013 mandated that every board should have at least one woman and today women hold 17.1 per cent of board seats in India.

    “I don’t think any organisation begins by saying ‘I do not want a woman for this role’.  Nor women begin by saying ‘I do not want a challenging role’,” remarked Wunderman Thompson South Asia chief talent officer Roopa Badrinath. “By now, all organisations are aware of the benefits of having more women in their workforce.  I would like to believe that it is not that organisations do not want to hire women, it is just that they do not know where to find them.”

    “With digital becoming mainstream only in the recent past, tech and product are still relatively new roles. However, of late, we have seen the emergence of many women entrepreneurs who are creating their own digital businesses,” observed Josh country manager Rubeena Singh. “We are also seeing more women in management roles today, as compared to a few years ago. It takes years of work and experience to get to the top step and with more women today in middle management roles, there is hope of seeing many more women leaders in the coming future.

    A recent study by Grant Thornton India showed that the percentage of women in senior management roles in India is at 39 per cent versus 31 per cent globally. This pace of change has been aided by changing perception of women in the workplace as well as the shift towards hybrid style of working. “Covid-19 has taught us all to work from home at scale. This has provided women with the luxury of flexibility, a big positive, as it has enabled us to balance work and family responsibilities seamlessly,” explained Singh. “With this increased flexibility, women now have the opportunity to explore more with their careers and experiment with it.”

    In India, women do seven times more unpaid labour, i.e., household chores, as compared to men. This huge disparity was considerably reduced during the lockdown, enforced in 2020, when both men and women were working from home and divided domestic duties more fairly. “Work from home is a blessing for both genders. I see men enjoying it equally as much as women. Women are more challenged to work from home because while working from home, and you are expected to take care of the home chores, cooking, cleaning, kids, exams, tuition, teachers, etc. So, yes, I think work from home or a hybrid model is good, and it should encourage more diverse talent to come into the industry. It is suitable for the companies because A) your infrastructure cost is less and you can hire talent from vast geography,” said Altbalaji SVP marketing partnerships and revenue Divya Dixit.

    “Organisations like ours were quick to understand this and relentlessly emphasized on the importance of an empathy and trust driven leadership.  We encouraged our leaders to course correct their leadership style if need be and be more mindful of such challenges of women and focus on the well-being of their people.  The hybrid workplaces where we do not work 100 per cent from home or 100 per cent from the office will be empowering this under-served population to make choices which will be in their career interest and eventually be beneficial to the organisations,” said Badrinath.

    According to an industry observer, women in M&E have been confined to traditional roles such as HR, creative, media planning, business development, legal, corporate communication and marketing and have shied away from male dominated roles such as distribution, product development, strategy and operations. Strongly disagreeing with this view, Dixit said, “I’ve seen women take up leadership roles and challenges across industries and not just in the M&E sector. I think what needs to be kept in mind is that more women are reinstating themselves in non-traditional roles despite the glass ceiling. Today, I still think the male workforce is paid about 15-20 per cent more than women.”

    Women in corporate roles are judged by different standards by men and often face gender biased appraisals, found a McKinsey study. There is a need to retrain HR managers in the way they evaluate women candidates for leadership roles. “As an industry which almost always works on changing perceptions, attitudes and behaviours of consumers, we have a huge role to play through the work we do in breaking societal stereotypes imposed upon women,” noted Badrinath.

    “Social change takes a long time and we’re in the process of change,” according to Zee Entertainment Enterprises chief creative officer special projects Shailja Kejriwal. “If you’re a business leader you’re expected to be the ‘alpha’ and until you change the concept of a leader being ‘alpha’ a business won’t be run by women leaders who are perceived as empathetic.”

    I think as an industry and society we are heading towards a more empathetic way of working, whether it is flexible working hours or leave policies, and this is brought about by the pandemic,” she added. “It has made people question a lot of embedded beliefs and, therefore, you see things such as ‘The Great Resignation.’ What happens if corporates start realising that you need to nurture talent regardless of whether it is a man or a woman, otherwise your business won’t run? Then there is no choice but to go in the direction of dealing with things differently.”

  • ALTBalaji partners with Telenet to expand footprint to Nepal

    ALTBalaji partners with Telenet to expand footprint to Nepal

    Mumbai: In a bid to expand its reach beyond India, ALTBalaji has entered into a partnership with Telenet Pvt Ltd for promotion and distribution services in Nepal. The partnership aims to unlock a new demographic for the OTT player in the neighbouring country. 

    Telenet Pvt Ltd, a local company in the region is an authorised distributor-reseller of ALTBalaji app subscription. Within a single subscription, users can create five profiles and access the content across mobile devices and laptops, as well as smart TV and android boxes for the big screen experience. “OTT platforms are the next wave of entertainment. Our strategy to provide uninterrupted access to users via various business models will ensure a new dimension in collaboration for Nepal market while ALTBalaji will ensure high quality engaging content stream for the Nepali viewers,” said Telenet CEO Navankur Sood.

    Telenet will ensure integration across local billing channels like digital wallets, telecom operators and payment gateways, allowing users to activate ALTBalaji’s subscription from the comfort of their homes. In addition, all users in Nepal can visit the website www.gfsarena.com to activate the subscription or renew the service instantly. Payment can be made through digital wallets like eSewa, IME Pay and Khalti, said the statement.

    “The partnership with Telenet Pvt Ltd is a major step for ALTBalaji to go global,” said ALTBalaji SVP – marketing and revenue Divya Dixit. “ALTBalaji constantly strives to make the platform as user-friendly as possible, and this partnership will draw in more audience for our blockbuster content. Tie-ups with the payment gateways will further widen the reach of the platform due to the convenience of one-click transactions that were earlier not possible.”

  • How short video apps took media brands to masses in 2021

    How short video apps took media brands to masses in 2021

    Mumbai: “It came, it saw, it conquered…” the statement perfectly describes the meteoric rise of ByteDance-owned short video app TikTok in India. Such was the momentum created by it that by December 2020 – that just six months after TikTok was banned – the market was flooded by its Indian counterparts with Dailyhunt’s Josh leading the pack. Roposo, MXTakaTak, Chingari, Moj and others followed. 

    According to consulting firm RedSeer by April-June this year, the short-form video user base at 40-45 million creators hailing mostly from smaller towns and cities, was back to nearly 100 per cent of pre-TikTok ban, with strong loyalty to Indian apps. Monthly average users were up 1.2 times, while time spent on the apps was about 0.4 times higher.

    2021 was the time for short video app owners to tap into the goldmines that they were now sitting on. For players in the ecosystem partnerships and monetisation emerged as the key theme for the year, as all kinds of media brands like TV channels, OTT platforms and music labels latched on to the opportunity. Short-video apps were their window to ‘Bharat’.

    “Short video and entertainment platforms have seen one of the highest increases in monthly active users (MAUs) and the engagement time spent during the second wave of Covid-19. The changes in people’s emotions, platforms and emerging trends led to this growth. 

    With content offerings in 14 Indian languages, Josh boasts of 124 million Monthly Active Users (MAUs) and 60 million Daily Active Users (DAUs) coming from across 19000 pin codes in the country.

    Commenting on how the country’s dynamic digital landscape driven by ‘Bharat’ has affected partnerships and collaborations for him, Josh head of creator and content ecosystem Sunder Venketraman, says, “Tier-2 and tier-3 cities have widely been considered a niche market in terms of content, despite holding a majority of the country’s actual population. While initially it was the telcos, FMCG and handset manufacturers that targeted these markets, there has been growing interest from every major category from auto, retail, e-commerce, OTT and financial services.”

    With regard to media brands in particular, he adds, “At Josh we operate at the intersection of video and vernacular which presents a unique opportunity for media brands to reach out to a vast majority of the country’s audiences, given the growing popularity of vernacular content.”

    To promote season 15 of the popular show ‘Bigg Boss’ Josh collaborated with Voot in producing a rap song and a hashtag #BIGGBOSSS15ASLIFAN, resulting in 250 million + video views, 10,000 + UGC videos and 17 million + likes. Zee Bangla’s ‘Uma’ was promoted with a challenge around the show’s main theme Cricket. Female users on Josh were asked to balance a ball on the Cricket bat for 10 seconds. The collaboration resulted in over eight million + views, 140 + UGC videos and 630,000 + likes.

    The app also collaborated with Shemaroo, SVF Entertainment (Bengali film, television and OTT content production house), Pitaara TV (Punjabi movies channel, and recently launched OTT platform Chaupal), ALTBalaji (‘Cartel’), and ten leading music labels including Saregama. “This is revealing of how short-video apps are now a viable route for music labels to reach new audiences, and how new and upcoming artists can use platforms such as ours to reach out to niche audiences organically,” notes Venketraman.

    ALTBalaji’s senior vice-president – marketing and revenue Divya Dixit believes that such collaborations open up multiple gateways to reach out to the youth and the masses with the right message. “Short video and entertainment platforms saw one of the highest increases in MAUs, and ‘time spent’ during the second wave of Covid-19. Their tremendous growth in terms of number of content creators, brands, as well as ads on these apps, was led by changes in people’s emotions, choice of media platforms and other emerging trends,” she observes.

    A large part of ALTBalaji’s organic reach comes from short-video apps. The platform has carried out various promotional activities with the likes of Josh (‘Cartel’ and ‘Girgit’), ‘Chingari, Roposo, Moj (‘Pavitra Rishta) and Firework.

    Sharing the impact of these campaigns, Dixit states, “Our collaboration with MOJ for ‘Pavitra Rishta’ and Josh for shows like ‘Cartel’ and ‘Girgit’ helped in generating eyeballs for various show assets like songs, trailers, and dialogues that were amplified by the creators on their respective platforms via UGC push. It gave us reach in the hinterland markets, thus indirectly impacting the engagement numbers.”

    The Q COO Krishna Menon notes that while the pandemic made entertainment a bit of a challenge for most broadcasting houses and digital production houses as well, short video apps proved to be a boon for creators. “These creators are mostly the GenZ/millennials. Not only have they taken engagement on the platform higher, but are today setting day-to-day trends for people. Because The Q’s basic DNA is to work with the best of digital creators, short video platforms become like a strategic alliance for us as a source of content.”

    A recent example was the channel’s partnership with Chingari wherein it carried out digital auditions for its recently launched show ‘Jurm Ka Chehra’. Close to a million entries were received through the collaboration.  The Q runs multiple VOD platforms on Snap where the best of linear programming is cut into VOD episodes and made available for viewing. Some of the prominent platforms include ‘Daraawni Kahaaniyaan’ which has grown from few thousands to one million subscribers in the last year itself, ‘Khaao Gali’ and ‘Comedy Centre’.

    Elaborating on the significance of short video format for the Q, Menon shares, “Most broadcasting houses have their own digital storefronts. We haven’t created one for us because we want to go with those in the market. They are an additional source of revenue for us, and of entertainment for people.”

    Chingari started its collaboration journey with promoting all OTT content and moved on to launching exclusive trailers on the app, promoting web series/ music albums to now launching its own IPs.

    The app’s co-founder & COO, Deepak Salvi says, “We saw a huge surge in the time spent and engagement by users on the app during the pandemic and this is exactly what is needed by brands to promote themselves and their content. Knowing that a large population of the audience that belongs to their TG is spending time on Chingari, media companies like TV channels, OTT platforms, music labels and even production houses started associating with us for the promotion of their latest content.”

    Some of Chingari’s latest brand associations include Shemaroo Entertainment Ltd, Alt Balaji, Hoichoi, and Radio City.

    Due to the growing accessibility and affordability of the internet and the digital boost experienced in 2020-21, people in the tier 2 and 3 towns are now not only consuming content but are also very actively creating it. Salvi shares, “One of the main focus points for Chingari therefore is to create a very strong network of creators and consumers in the tier 2 and 3 cities. We are trying to reach out to the remotest areas of India by conducting events, partnering with regional content creators, OTT platforms, and music labels.”

  • ALTBalaji ropes in 11 brand partners for its show ‘Girgit’

    ALTBalaji ropes in 11 brand partners for its show ‘Girgit’

    Mumbai: ALTBalaji has roped in 11 brands for its latest thriller series “Girgit.” 

    The list of brands includes Josh (short video partner), Viral Pitch (influencer marketing partner), Invisible Gastronomy Bar (hospitality partner), The Nonsense Store (official gaming partner), Sasha Eyewear (official eyewear partner), Bollywoo (fashion merchandise partner), Abhibus (travel partner), Flyrobe  (apparel partner), Storytel (official audiobook partner), Growfitter (fitness partner), and Ferns N Petals (gifting partner).

    With 80 per cent of its audience less than 35 years of age, collaborating with youth-oriented brands will enable both ALTBalaji and the partners to broaden their reach. As these brands cover major areas of interest for the youth, it will also increase the show’s visibility, said the OTT platform in a statement.

    “ALTBalaji has cracked the code to youth engagement. This is evident from multiple success stories with its previous shows as well as our ongoing shows,” said ALTBalaji SVP for revenue and marketing Divya Dixit. 

    “This multiple brand association model for the promotion of Girgit is a new experiment that looks to be working wonders for ALTBalaji as well as the brands that have been partnered with. We hope to keep bringing about innovations in the marketing and promotional strategies that can set a benchmark for other players in the industry as well,” she added.

  • ALTBalaji promotes ‘Cartel’ via interactive quiz

    ALTBalaji promotes ‘Cartel’ via interactive quiz

    Mumbai: OTT platform ALTBalaji has tied up with Amazon Alexa for an interactive quiz to promote its new action-drama show “Cartel”. 

    The interactive quiz is designed for an immersive audience experience and players stand a chance to win ALTBalaji’s subscription along with a gift hamper and a virtual meet and greet with the stars of the show. The quiz will be live till 10 October and the winner will be announced the next day, said the platform in a statement.

    “ALTBalaji is always on the lookout to help get viewers every chance to hop on to the platforms and witness the magic we have created with over 87 Indian original shows,” said ALTBalaji, SVP – marketing and revenue, Divya Dixit. “With millions of Alexa skill embedded devices spread across the globe, this collaboration is one of our initiatives to encourage viewers to experience the immersive magic of Cartel as well as win prizes.”