ALTBalaji, India’s homegrown digital platform, has appointed Pitchfork Partners Strategic Consulting as its communication partner. It's mandate is to strengthen the reputation for ALTBalaji through multi-channel options.
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 and Malayalam, and in international languages like Arabic and Bhasa.
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. 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 originals content on offer ALTBalaji has seen 59% of the total viewership coming from non-metros.