ALTBalaji looks to engage deeper with women content consumers through Sheroes tie-up
MUMBAI: ALTBalaji, India’s leading homegrown over the top (OTT) platform, has partnered with women-only social network Sheroes to grow its engagement with women content consumers who form 55% of its viewership.
The OTT platform has always portrayed strong empowered women with female protagonists breaking barriers and setting new benchmarks in shows like ‘Dev DD’, ‘Kehne Ko Humsafar Hain’, ‘Tests Case’ and ‘Haq Se’.
Through this partnership with Sheroes, ALTBalaji aims to celebrate strong women-oriented narratives through conversations and campaigns that encourage the female audience to discover fresh, engaging content. Sheroes members will also have access to exclusive deals from the streaming platform, including discounts on ALTBalaji’s yearly subscription.
Speaking about the partnership, ALTBalaji CEO and Balaji Telefilms Group COO Nachiket Pantvaidya said, “ALTBalaji’s legacy of entertaining the masses through strong women-centric shows is well-known and our collaboration with Sheroes further reinforces our relationship with our audiences. We truly believe that this partnership is an innovative opportunity, which goes beyond simple customer acquisition and aims to develop a stronger emotional connect with our audiences.”
In addition to the integration, ALTBalaji has launched a Sheroes profile through which the platform engages with the community’s members, creating visibility for offers, promotions, new launches and triggering conversations around its programming in relevant Sheroes communities.
ALTBalaji will host exciting challenges and polls and explore meaningful engagement with a growing pan-India women audience via their Sheroes profile. Also, in the pipeline are features like champions and community chats with the cast of the originals and an ALTBalaji featured community on Sheroes platform.
Commenting on the partnership, Sheroes Founder & CEO Sairee Chahal said, “ALTBalaji has been the definitive content producer resonating with the diverse aspirations and interests of 15 million Sheroes members spread across geographies. Our members engage in multiple vernacular languages, around everything from entertainment, fashion and careers to finance and health. ALTBalaji’s programming has socially relevant themes that connect to the everyday lives of the Sheroes audience.”
Around 60% of Sheroes users come from Tier 2 and Tier 3 cities and seek programming that is relatable and diverse in its mix. The Sheroes user is smartphone savvy and engages extensively around films, web content, music and other entertainment genres on the Sheroes app. ALTBalaji offers engaging content across originals and movies as well as social initiatives that appeal to the Sheroes audience.