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ALTBalaji partners with homegrown short-video app Chingari, targets emerging audience of Bharat

As a part of the association, Chingari will introduce ALTBalaji’s verified brand page and host popular snackable video content of its most popular series for their users across India

To further expand its reach, homegrown OTT platform ALTBalaji has entered a strategic partnership with homegrown short-video app Chingari by Tech4Billion. The association seeks to further aid both the platforms in strengthening their reach and increase their audience base across ‘Bharat’.

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As a part of the association, Chingari will introduce a verified account/page of ALTBalaji through which Chingari users will be able to follow and receive the latest updates from the streaming platform. Users will gain access to engaging and entertaining bitesize content in the form of Tune Ins, Actors byte, Show Dialogue, songs, Trailers, Promo, etc., very soon. It will provide anecdotal information, video memes around past shows like Mentalhood, Coldd Lassi Aur Chicken Masala, Baarish, and recently launched shows, including Bebakee and Virgin Bhasskar, among others. The content will be amplified across ALTBalaji’s social media pages. The strategic marketing association comes from the resounding reach of both platforms. With 35 million+ cumulative subscriptions to date and millions of users from Bharat and Metros, ALTBalaji has chosen to partner with Chingari App, with an overall download of 28Mn+. 

Divya Dixit

Divya Dixit, SVP, Marketing, Analytics, and Direct Revenue, said, “The HSM market has a huge potential for OTT players to explore with localised and relatable content. Since our inception, at ALTBalaji, we aim to massify content for the general populace, and our association with Chingari is a strategic move in this direction. The short video app has very well captured the mass audience with its interesting product features. We believe that this collaboration will help us both expand our footprints among the emerging audience of Bharat.”  

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Sumit Ghosh, Co-founder, and CEO, Chingari App, said, “We are glad to have partnered with India’s leading streaming platform, ALTBalaji, which has cemented its position with its unique content offerings. It is a perfect synergy that sees two homegrown platforms come together, leveraging each other’s strengths. With a common goal of reaching out to the masses and strengthening our presence, we seek to disrupt the entertainment segment for the Bharat audience, once again.”

Deepak Salvi, COO ,Chingari App, said, “The ALTBalaji’s Chingari tie-up is all poised to get our users closer to their favourite celebs. Opening up the paradigm beyond OTT visibility.”

With a vast library of 62+ originals across genres that cater to all kinds of audiences, the shows at ALTBalaji are a mix of thriller, drama, romance, youth drama, horror, comedy, among others.

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