ALTBalaji, has appointed Pitchfork Partners Strategic Consulting as its communication partner. It will strengthen reputation for ALTBalaji through multi-channel outreach to increase awareness about the platform, it’s shows and widen the viewer base. 

ALTBalaji has a library of 89+ Hindi originals across genres that cater to all kinds of audiences. The shows are also dubbed in regional languages like Tamil, Telugu & Malayalam, and in international languages like Arabic and Bhasa, which has helped the OTT player engage with a wide variety of consumers.  

Divya Dixit, Senior Vice-President & Head Marketing, ALTBalaji, said: “Alternative content being the core ethos of the group, ALTBalaji is focused on building a content bouquet that serves inclusive and individualistic viewing. We are delighted to have Pitchfork on board to support us in our journey and take the platform to the next level.” 

Jaideep Shergill, Co-Founder, Pitchfork Partners, said: “We’re thrilled to partner with ALTBalaji. Our diverse experience with entertainment clients will facilitate us in achieving milestones together. OTT is an ever-evolving, dynamic space and increasingly so due to the pandemic, ALTBalaji is disrupting the space by introducing content which caters to mass viewers.”  

ALTBalaji has seen a 15-20% growth in its viewership numbers; however, the lockdown increased subscribers from the Hindi heartlands. With the increase in appetite to consume the diverse library of original content on offer ALTBalaji has seen 59% of the total viewership coming from non-metros. While cities like Lucknow, Ludhiana, and Guwahati saw a huge increase of 189.84%, 106.50%, and 108.41%, respectively, Srinagar, Shimla, and Ranchi weren’t behind either, with an uprise of 103.81%, 103.05%, and 192.01%, as compared to ALTBalaji’s viewership from these cities in 2020. 18% of the overall traction comes from the global audience, without any aggressive marketing.