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Reality show Lock Upp reaches 100 million views; partners with 21 brands

As per the platform, with 80% of ALTBalaji's audience under 35 years of age, associating with these brands was a well-thought-out move. Moreover, these brands cover significant areas of interest for the youth, indirectly driving them to watch the show or head to the platform

Reality show Lock Upp has reached 100 million views, as per AltBalaji and MX Player, the platforms on which it is streaming which shows it has penetrated in deep audience segments across the country and is gaining traction globally too. The streaming platform has also partnered with multiple youth brands to make it a success.

As per the platform, with 80% of ALTBalaji's audience under 35 years of age, associating with these brands was a well-thought-out move. Moreover, these brands cover significant areas of interest for the youth, indirectly driving them to watch the show or head to the platform.

The various associations, including a partnership with Glance Roposo works perfectly alongside Lock Upp since it provides viewers with a quick Live interaction with the evicted contestant of the show. The brand promotes the show with multiple influencers on their platform, working collaboratively to promote various show assets.

The prime radio partner on the show Red FM recently built a 'Lock Upp' Mein Sabki Bajti Rahegi" campaign around the show using their own brand signoff and they also assigned huge FCT and shoutouts for the show on their social media handles.

 ALTBalaji collaborated with multiple chains like 24*7, PVR, Bright Outdoors, Vijay Sales, and Screenox to ensure the buzz around the show reached the last mile pan India. Multiple screens and hoardings across India were activated to promote the show indoors and outdoors across cafe screens, airport screens, and instore screens.

Multiple brands like The Bake Shop India, Mobikwik, Ugaoo, Bollywood Samachar, Growfitter and Ferns & Petals associated by providing coupon codes to shop alongside their Google and Facebook inventory by giving special promos and offers meant for the ALT audiences. Short format video platforms like Moj, Josh, Triller and Chingari contribute to promoting the show by riveting bits from episodes in video formats. Social Ketchup put influencer marketing at the forefront to engage with fans. Flyrobe helped promote the show using website and social media promotions and provided special discount for ALT audiences. Travel partner Ixigo provided special travel offers while e-commerce website Bollywoo.com created special merchandise and giveaways on the show.

Divya Dixit, SVP Revenue and Marketing, ALTBalaji, said, "We are thrilled to see the interest and efforts of all brands to leverage the show and interact with the huge audience base that we are garnering on the property. These collaborations are mutually beneficial as brands earn more users and our audience earn benefits while watching the show. We all share a common goal: to reach masses and expand ourselves in the Indian market."

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