Indian subscription-based video-on-demand platform, ALTBalaji has once again opted for the OOH route to promote its web series among audiences. Its popular series Broken… But Beautiful is back with its second season, and the platform left no turn unturned for its promotion. The OTT platform spends a heavy amount on the marketing of the show and launched a campaign for the same with Bright Outdoors Media Pvt.
The OTT platform placed the innovative hoardings of the announcement of the second season of the show in Mumbai. It covered areas including Andheri Chitrakoot, Mahim, Lokhandwala, Bandra, Elphinstone Flyover, Juhu Circle, Mahalaxmi, and Warden Road.ALTBalaji's series ‘Mission Over Mars' was also promoted through OOH and had garnered a lot of viewership.
On the promotions, Divya Dixit, Senior VP, and Head Marketing, ALTBalaji, said, “Broken…But Beautiful is one of the most celebrated shows of ALTBalaji and promoting it via OOH is the next strategic step to add to the excitement and buzz amongst the audience. For us, hoardings are not only consumer reach medium but perception drivers as well that indicate the star power that we have on the platform. Also, we have seen with our past experiences that this medium has at times great ROI if led by innovation.”
According to Yogesh Lakhani, CMD, Bright Outdoor Media Pvt Ltd, outdoor is one of the most cost-effective media. When the OTT platform collaborates with outdoor it enables better reach and engagement with the target audience. “We have been associated with ALTBalaji for a long time and for this particular campaign we covered entire Mumbai with larger than life hoardings for the OTT platforms’ latest show Broken… But Beautiful. There are many more shows in the pipeline for ALTBalaji and we are set to make the most of this opportunity. The 10-day campaign looks to target the youth, from the locations, picked and the creative strategy,” he said.