ALTBalaji mounts aggressive marketing plan to promote its horror-comedy series ‘Booo-Sabki Phategi’

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MUMBAI: India’s leading home-grown OTT platform ALTBalaji has been going full throttle in marketing its latest web-series ‘Booo-Sabki Phategi’ featuring Tusshar Kapoor, Mallika Sherawat, Krushna Abhishek, Sanjay Mishra, Kiku Sharda amongst many others.

ALTBalaji, for the promotion of its latest horror comedy web-series, has associated with electronics retail store chain Vijay Sales for in-store branding of the series. The trailer of Booo-Sabki Phategi will be playing 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 net-worth audience, maximising brand recall and business ROI.

The series became the first ever web series to be promoted on the popular ‘The Kapil Sharma Show’. The series is also being promoted 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 like India TV to catch the pulse of the Hindi heartland; 9XM music to tap into the youth-based audience.

With an intent to further extend the reach of the brand-new show and engage with local audiences, ALTBalaji also roped in cable TV operators across tier 2 & 3 cities of India, to air the trailer of the web-series.

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 3 days of the launch. With continuous support from Bollywood celebrities like Varun Dhawan, Aftab Shivdasani, Celina Jaitley, etc, who also loved and shared the trailer.

Within a few days of the launch, fans have posted many memes for the web series which have also appeared on top meme pages like Dekh Bhai, Bcbilli, Real Shit Gyaan. Special quirky and humorous dialogues have been created and seeded amongst Tik Tok influencers to create a cult for ‘Booo’ dialogues.

Commenting on the marketing strategy, ALTBalaji SVP and Head Marketing Divya Dixit 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 which marks its foray into a whole lot of firsts. From being a digital debut for two fine actors, like 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.”


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