ALTBalaji goes the 360 degree marketing way for its latest, Booo - Sabki Phategi industry news

Inclusive of social media, digital, television, onground activations, radio, print, along with OOH and offline campaigns.

Booo-Sabki Phategi. Starring Tusshar Kapoor, Mallika Sherawat, Krushna Abhishek, Sanjay Mishra, Kiku Sharda amongst many others, the series has been garnering a a lot response ever since its announcement.

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 networth audience, maximising brand recall and business ROI.

Speaking about firsts, the series became the first ever web series to be promoted on the popular ‘The Kapil Sharma Show’. The poster of the series grabbed the attention of viewers through multiple billboards placed across the metro cities.

The campaign also includes 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.

Commenting on the unique marketing strategy, Divya Dixit, Sr. VP and Head Marketing, ALTBalaji says, “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.”

(We received this information in a press release.)