ALTBalaji takes the OOH route to promote new season of web-series 'Broken… But Beautiful'

Bright Outdoors Media has rolled out the campaign across Mumbai

e4m by Anjali Thakur
Updated: Dec 3, 2019 9:28 AM

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ALTBalaji OOH main

Out-of-home media is not just being used for campaigns but also for launches. For the second season of Broken… But Beautiful, ALTBalaji's took to OOH to announce the new season and spend a handsome sum on marketing. Bright Outdoors Media Pvt has put together the entire launch and campaign for the OTT platform.

The OTT platform took to the roads of Mumbai in areas including Andheri Chitrakoot, Mahim, Lokhandwala, Bandra, Elphinstone Flyover, Juhu Circle, Mahalaxmi and Warden Road to promote the series' latest season. The innovative hoardings don’t just grab the eye, but also remain in the minds of the audience owing to their novel concept.

The OTT platform has kept a sizeable part of their marketing budget for OOH.

ALTBalaji took the OOH route to promote their series ‘Mission Over Mars.’

Telling us more about why ALTBalaji has taken the OOH route to promote their latest series, Divya Dixit, Senior VP and Head Marketing, ALTBalaji, said, “Broken…But Beautiful is one of the most celebrated shows of ALTBalaji and promoting it via OOH is the next strategic step to add to the excitement and buzz amongst the audience. For us, hoardings are not only consumer reach medium but perception drivers as well that indicate the star power that we have on the platform. Also, we have seen with our past experiences that this medium has at times great ROI if led by innovation.”

According to Yogesh Lakhani, CMD, Bright Outdoor Media Pvt Ltd, outdoor is one of the most cost-effective media. When OTT platform collaborates with outdoor it enables better reach and engagement with the target audience. “We have been associated with ALTBalaji for a long time and for this particular campaign we covered entire Mumbai with larger than life hoardings for the OTT platforms’ latest show Broken… But Beautiful. There are many more shows in the pipeline for ALTBalaji and we are set to make the most of this opportunity. The 10-day campaign looks to target the youth, from the locations, picked and the creative strategy,” he said.  

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