Case Research: How ALTBalaji reached 93 Mn customers for the launch marketing campaign of ‘Bicchoo Ka Khel’

Tapping on the a number of meme-worthy scenes and components reminiscent of entertaining characters and punchlines that affect popular culture on social media, ALTBalaji generated a buzz for ‘Bicchoo Ka Khel’ that outlasted its launch.

Right here we deconstruct the launch marketing campaign for Bicchoo Ka Khel by ALTBalaji and analyze the recognition the collection garnered by means of this marketing campaign.

Model Introduction

ALTBalaji is a video-on-demand platform, a subsidiary of Balaji Telefilms Restricted providing authentic and unique tales tailor-made for Indian audiences throughout the globe.

Bicchoo Ka Khel is a criminal offense thriller based mostly within the metropolis of Banaras, revolving round revenge, homicide, and the tour of Akhil, performed by OTT platforms’ favourite Munna bhaiya aka Divyendu Sharma starred reverse Anshul Chauhan.


With a digital-first method, the marketing campaign tapped interactive social media posts, model collaborations, and digital content material creators, to construct a content material advertising and marketing technique that will increase shareability of the marketing campaign, and likewise triggers user-generated content material. The artistic define focussed on introducing Akhil (the protagonist) because the mastermind.


The target of the marketing campaign was to create intrigue and consciousness concerning the present, construct the ‘Khel’ facet of Akhil aka Divyendu, and to current him with a way of thriller, so the actions lead to social media conversations and finally result in conversion.


Pre-Teaser Buzz

The pre-teaser buzz was generated by means of a collection of actions that builds curiosity and intrigue for the brand new present, giving them hints to look ahead to, however all the time leaving them wanting extra.

Beginning with ‘Ulti Ginti’ the place snippets from fashionable reveals of the ALTBalaji slate had been proven enjoying in reverse with no point out of the present, or the title sequence revealing the present’s brand, and the characters speaking about Akhil.

Ulti Ginti
Emblem-Reveal Promo

Character Introductions

Taking the minimalist method, and leveraging the punchlines from the present, the model launched the characters with one line that provides an apt concept of their persona and induces familiarity.

Teaser Launch

The teaser left the viewers with extra questions than solutions, the sort of questions that may solely be answered with every episode of the present generated a stage of curiosity that was amplified with posts in collaboration with a number of famed tv actors.

Pre-Trailer Buzz

The pre-trailer buzz was generated with the launch of the ensemble poster that includes the entire forged, interactive social media posts, and crossovers between Bicchoo Ka Khel and different ALTBalaji reveals.

Ensemble Poster
Interactive Posts

Trailer Launch

The trailers lastly launched the stress constructed up throughout the viewers’ minds and gave them the entire perspective of Akhil’s world and the scorpion’s play, taking the interest-level to new peaks.


Trailer 2

Submit-Trailer Buzz

The trailer launch was adopted by a collection of actions that preserve the intrigue and curiosity alive to know why Anil Chaubey was killed. ‘Dialogue Baazi’, mind-bending riddles, horrors of the horoscope, a digital observe, and the socioverse’s favourite memes sustained the muse, created the preliminary phases of the marketing campaign and intensified it.

Revealing The Playing cards

Dialogue Baazi
Digital Monitor

Person-Generated Content material & Social Conversations

Submit-Launch Buzz

To enhance the entire launch marketing campaign, user-generated content material, and the social media conversations stirring across the present after its launch, the model closed it off with one closing section that built-in a Press Convention, digital meet-ups, conversations with model companions, Instagram filters, creator collaborations with Kusha Kapila, BC Aunty, Ronit Ashra, and extra, together with giveaways, offline activations within the TV Present Bigg Boss, giveaways and extra topical content material.

ALTBalaji additionally tied up with Information Nation to run a seven-day marketing campaign, showcasing twelve promos every day, accompanied by the combination with the drama collection Kundali Bhagya. EMT, CRedR, Gamezy, are a couple of of the opposite model companions, together with Bollywoo, the merchandising associate for extra promotions. The model collaborated with over 10 manufacturers and 120 influencers in whole.

Press Convention

Character CVs
Chhat Puja Needs


  • Attain: 93 Million
  • Video Views: 10.5 Million
  • YouTube Views: 17.9 Million
  • Engagement: 3.1 Million

CMO Quote

“Whereas client engagement, subscriptions, and watch time escalated substan­tially final 12 months through the unprecedented lockdown, one of many very important content material consumption traits that we witnessed was the digital adaptation from Bharat viewers (HSM Markets), when it comes to leisure consumption. Bichhoo ka Khel set in Banaras was tailored to curiosity the Hindi heartlands of the nation. Given the present OTT crime thriller style traits throughout metros, the present grew to become successful pan India.  On the again of the present, ALTBalaji garnered substantial subs through the quarter of the present’s launch. With a mean each day subscriber addition of 21,000 within the third quarter (Q3) of FY21, a rise in watch time, and engagement per client, ALTBalaji witnessed an unimaginable leap in viewership from the Hindi heartlands of India, and an enormous credit score goes to ‘Bichhoo Ka Khel’!”

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