ALTBalaji has been widely promoting its latest horror-comedy web-series, Booo- Sabki Phategi. It hasn’t left a single platform for advertising its web-series.
This web series is starring Tusshar Kapoor, Mallika Sherawat, Krushna Abhishek, Sanjay Mishra, and Kiku Sharda amongst many others. Ever since its first announcement, it has gained all the positive response from the public.
The Marketing Strategy
1. For its in-store branding of the series, it has associated with electronics retail store chain- Vijay Sales. The trailer will be played on 100 screens at each of the 80+ stores across all the metro cities.
2. The campaign also includes extensive television promotions in a unique way. It pioneered unique associations with many broadcast channels like India TV, to catch the pulse of the Hindi heartland, and 9XM music, to attract the youth-based audience.
3. Further, it also associated with cable T.V. operators across tier 2 and 3 cities in India to air the trailer of the web series.
It is the first time that ALTBalaji has come up with a horror-comedy genre for an Indian web series. It is the first digital debut for the two actors Tusshar Kapoor and Mallika Sherawat. Also, it is the first series to integrate with The Kapil Sharma Show. Such strategic alliance made ALTBalaji the first ever OTT platform to explore in-store branding for a web-series. The poster of the series across the metro cities also grabbed the viewers’ attention.
The Popularity ALTBalaji got
On Instagram, it reached 40 million views and on YouTube, it reached 25 million views within 3 days of its launch.
One of the key reasons why the trailer went viral and could attract so many people is because it is horror with comedy, so it becomes a family entertainer. A lot of people love horror but don’t watch it because they are scared. But mixing comedy with horror doesn’t scare people much.