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ALTBalaji goes full throttle to market its web series Booo-Sabki Phategi

The platform devised a 360-degree-marketing campaign that encapsulated social media, digital, TV, on-ground activations, radio and print, along with OOH and offline campaigns and in-shop branding in 100 screens each at 82 Vijay Sales stores across metros

Over-the-top (OTT) platform ALTBalaji has created many firsts with its marketing campaign for its latest web series Booo-Sabki Phategi. Starring Tusshar Kapoor, Mallika Sherawat, Krushna Abhishek, Sanjay Mishra, Kiku Sharda among others, the series has garnered a positive response ever since its announcement. The platform not only has gone all guns blazing with its promotions but has also sketched an interesting 360-degree awareness campaign that has grabbed eyeballs aplenty.

Constantly in the public eye for its unique marketing campaigns, ALTBalaji, for the promotion of its latest horror comedy web series, has associated with electronics retail store chain Vijay Sales for in-store branding. The trailer of Booo-Sabki Phategi will play on 100 screens at each of the 80+ Vijay Sales stores across metros. This strategic alliance makes ALTBalaji the first-ever OTT platform to explore in-store branding for a web series, creating visibility to a captive high networth audience, maximising brand recall and business ROI.  Speaking about firsts, it became the first-ever web series to be promoted on the ‘The Kapil Sharma Show’. With an extensive media push across mediums, the poster of the series grabbed the attention of viewers through multiple billboards placed across the metro cities.

The campaign also included extensive television promotions tapping into the music and news genres widely. As a part of this campaign, the series pioneered unique associations with broadcast channels such as India TV to catch the pulse of the Hindi heartland, 9XM music, to tap into the youth-based audience. To further extend its reach and engage with local audiences, ALTBalaji roped in cable TV operators across tier II and III cities of India, to air the trailer.

Divya Dixit

On the unique marketing strategy, Divya Dixit, Sr. VP and Head Marketing, ALTBalaji, said, “This is the first time we at ALTBalaji have explored the horror comedy genre, which has never been done before for an Indian web series on the OTT space. Booo… Sabki Phategi is a series that marks its foray into a whole lot of firsts. From being a digital debut for two fine actors such as Tusshar Kapoor and Mallika Sherawat, to being the first series to integrate with ‘The Kapil Sharma Show’ and in-store branding association with Vijay Sales, it has seen it all. Ensuring it receives the required uptake from our audience, we sketched out a robust marketing strategy that penetrates masses of our country. It is good to see audiences appreciating the approach and the show.”

  • Engaging with millennial audiences on their preferred platforms, ALTBalaji collaborated with content creators across Instagram and TikTok to drive audience engagement on funny dialogues and moments. The tactic has gone viral and is now being picked up organically by multiple influencers.
  • The trailer went viral and received more than 40 million views on Instagram and an organic reach of 25 million views on YouTube within three days of the launch with continuous support from Bollywood celebrities such as Varun Dhawan, Aftab Shivdasani, Celina Jaitely, etc, who loved and shared the trailer.
  • Within a few days of the launch, fans have posted many memes for the web series, which appeared on top meme pages such as Dekh Bhai, Bcbilli, Real Shit Gyaan.
  • Special quirky and humorous dialogues have been created and seeded among TikTok influencers to create a cult for ‘Booo’ dialogues.

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