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ALTBalaji, OTT platform’s hit show Bicchoo Ka Khel turned into a case study for its multiple meme-worthy scenes and elements, as well as entertaining characters and punchlines that highly influenced pop culture on social media.
A leading Advertising & Marketing portal did a step-by-step analysis into the brand’s promotional activities, which led to massive publicity for the show as well as for the OTT giant. ALTBalaji successfully reached out to 93 Mn+ users for the launch campaign of ‘Bicchoo Ka Khel’.
Speaking on the success Ms. Divya Dixit, SVP, Marketing, Direct Revenue & Analytics at ALTBalaji said,
“While consumer engagement, subscriptions, and watch time escalated substan¬tially last year during the unprecedented lockdown, one of the vital content consumption trends that we witnessed was the digital adaptation from Bharat audience (HSM Markets), in terms of entertainment consumption. Bichhoo ka Khel set in Banaras was tailor-made to interest the Hindi heartlands of the country. Given the current OTT crime thriller genre trends across metros, the show became a success pan India.”
She further added,
“On the back of the show, ALTBalaji garnered substantial subs during the quarter of the show’s release. With an average daily subscriber addition of 21,000 in the third quarter (Q3) of FY21, an increase in watch time, and engagement per consumer, ALTBalaji witnessed an incredible jump in viewership from the Hindi heartlands of India, and a huge credit goes to ‘Bichhoo Ka Khel’!”
For the upcoming year, ALTBalaji has an exciting pipeline consisting of multiple shows such as The Married Woman, Apharan 2, Broken But Beautiful 3, The Test Case 2, Puncch Beat Season 2, His Storyy, Cartel, Main Hero Boll Raha Hu, Class of 2020 Season 2, Code M 2 and many more.
