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ALTBalaji partners with homegrown short-video app Chingari

MediaInfoline September 1, 2020
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Setting new benchmarks by establishing a niche for itself in the originals space, ALTBalajiIndia’s leading homegrown OTT platform, has been creating individual binge-watching habits amongst the Indian audience. Owing to its unique narratives and clutter-breaking original Hindi content, it has become the one-stop destination for exemplary entertainment. In a bid to further expand its reach, the OTT platform has entered a strategic partnership with India’s homegrown short-video app, Chingari by Tech4Billion. The association seeks to further aid both the platforms in strengthening their reach and increase their audience base across Bharat!

As a part of the association, Chingari will introduce a verified account/page of ALTBalaji through which Chingari users will be able to follow and receive the latest updates from the streaming platform. Users will also gain access to engaging and entertaining bitesize content in the form of Tune Ins, Actors byte, Show Dialogue, songs, Trailers, Promo, etc very soon. It will also provide anecdotal information, video memes around past shows like Mentalhood, Coldd Lassi Aur Chicken Masala, Baarish, and recently launched shows including Bebakee and Virgin Bhasskar, amongst others. The content will be further amplified across ALTBalaji’s social media pages. The strategic marketing association comes from the resounding reach of both platforms. With 35 million+ cumulative subscriptions to date and millions of users from Bharat and Metros, ALTBalaji has chosen to partner with Chingari App, with an overall download of 28Mn+.

Speaking on the association, Divya Dixit, SVP, Marketing, Analytics, and Direct Revenue, ALTBalaji, said, “The HSM market has a huge potential for OTT players to explore with localized and relatable content. Since our inception, at ALTBalaji, we aim to massify content for the general populace, and our association with Chingari is a strategic move in this direction. The short video app has very well captured the mass audience with its interesting product features. We believe that this collaboration will help us both expand our footprints amongst the emerging audience of Bharat.”

Sumit Ghosh, Co-founder, and CEO, Chingari App, said, “We are glad to have partnered with India’s leading streaming platform, ALTBalaji, which has cemented its position with its unique content offerings. It is a perfect synergy that sees two homegrown platforms come together, leveraging each other’s strengths. With a common goal of reaching out to the masses and strengthening our presence, we seek to disrupt the entertainment segment for the Bharat audience, once again.”

Adding to it, Deepak Salvi, COO ,Chingari App, said, “ The ALTBalaji’s Chingari tie up is all poised to get our users closer to their favourite celebs. Opening up the paradigm beyond OTT visibility”.

Growing from strength to strength on the back of innovative business strategies, ALTBalaji has become one of the major players in the Indian OTT industry and gain further encouragement by the massive increase in subscriber base. With a vast library of 62+ originals across genres that cater to all kinds of audiences, the shows at ALTBalaji are a mix of thriller, drama, romance, youth drama, horror, comedy, amongst others.

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