ALTBalaji’s phenomenal marketing campaign for Bicchoo Ka Khel turns into a case study


Mumbai: Homegrown OTT platform ALTBalaji’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.

Advertising and marketing portal Social Samosa 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-million-plus users for the launch campaign of Bicchoo Ka Khel.

Divya Dixit, SVP, Marketing, Direct Revenue & Analytics at ALTBalaji, said: “While consumer engagement, subscriptions, and watch time escalated substantially 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’!”

ALTBalaji’s content line-up for the year is geared for the Bharat audience, who comprise 59% of the viewership on the app. The platform continues to see very strong engagement metrics which includes watch time that remains close to an hour-a-day mark, despite the plethora of competing content. Currently, ALTBalaji is adding over 20,000 to 22,000 subscriptions a day in this extremely thriving OTT business.

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. Each of these new shows is high-octane dramas, which the audience can binge-watch.