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In a bid to spread awareness about ‘Broken But Beautiful Season 3’, ALTBalaji leveraged a 360-degrees approach with a mix of influencers and engagement tactics to keep the buzz alive around the characters and themes while generating conversations for the upcoming season of the show.
The case study aims to decode the ‘Broken But Beautiful 3’ engagement campaign on ALTBalaji, attempting to understand the fundamentals of OTT marketing.
Brand Introduction
ALTBalaji is a video-on-demand platform, a subsidiary of Balaji Telefilms Limited offering original and exclusive stories tailored for Indian audiences across the globe.
Leveraging the theme of love, obsession, and desires, Broken but Beautiful Season 3 on ALTBalaji showcases the journey of Agastya and Rumi, exploring and chasing love and realizing that it is easier to fall in love than out of it.
Summary
ALTBalaji adopts a 360-degree marketing approach for the new season, leveraging the fan-base of the lead actors to propagate the series through a step-by-step marketing plan.
The creative thought process focuses on the protagonists as two people from different backgrounds, chasing their personal goals and desires while trying to figure out the emotion called love. The story is a glimpse into obsessions and to what extent people can go to fulfill them and this theme reflects throughout the show’s marketing strategy.
Problem Statement/Objective
The objective of ALTBalaji engagement campaign is to spread awareness about the series to garner maximum eyeballs for the show while getting old and new consumers on the ALTBalaji app for the new season.
Execution
For the new season of Broken But Beautiful, ALTBalaji initiated their marketing campaign a year before the release - effectively creating a high level of curiosity and increasing the shelf life of the show. As a first step, the OTT platform involved the audience in the new season by asking them who should be the cast through a poll on social media.
The idea was to give the audience the power to select their own hero and get them invested in the final product. This activity was done a year prior to the release of the new season.
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Followed by this, ALTBalaji kept the momentum going through cast announcements and updates around the shooting of Season 3.
Continuing to engage the audience, ALTBalaji made several behind-the-scenes static and video posts from the sets to keep the buzz alive across social channels. These activations also led to the series name trending on Twitter.
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As the release of the new season neared, marketing efforts were amped up. ALTBalaji took to narrating the tales of the protagonists through character introduction videos and posters while keeping the connection with the audiences leveraging the ‘Ye Kya Hua’ song.
Announcement Posts
Keeping a connect with the previous seasons, ALTBalaji released announcement posts that brought the old cast to meet the new one. In one of the instances, Harleen a.k.a Sameera shared an announcement post about the glimpses and posters of the characters.
The brand leveraged hashtag marketing with #BrokenButBeautiful3 trending on Twitter.
This was further followed by a pre-teaser release, making an effort to be with the viewers at every stage of the marketing campaign till the final launch.
Touting it as the season of obsession, the platform attempted to keep it buzzing while showcasing a collated post on the audience’s curiosity.
Our beloved #AgmiArmy, we are just as obsessed with #AgMi as you all are 😍#BrokenButBeautiful3 streaming 29th May on #ALTBalaji@ektarkapoor @sidharth_shukla @realsoniarathee @1111production3 @SaritaTanwar pic.twitter.com/RLfgZBNPL9
— ALTT (@altt_in) May 12, 2021
Teasing the Trailer
Soon, the Broken But Beautiful 3 teaser video was released.
This was amplified by 11 influencers as part of the outreach programme across all social platforms bringing significant reach and awareness. Keeping in line with the theme of the show, the brand released the show on 11.11 AM by 11 influencers.
Trailer Release
Leveraging the chemistry of the ensemble pair, Trailer was launched. This was followed by the promotions of the series with a focus on #AgMi.
The trailer garnered positive sentiments as it was promoted and amplified through influencers and media houses.
Song Launches
The Broken But Beautiful S3 was catapulted with engaging song releases and contests focused on the theme of love and obsession.
The songs were rendered by noted singers such as Amaan and Armaan Malik, Palak Muchhal, Akhil Sachdeva, Vishal Mishra, amongst others, who promoted the songs across their Official pages.
Each song was followed by a contest to gratify the viewers and complete the engagement cycle.
Further, for the launches ALTBalaji partnered with streaming platforms such as Gaana to reach the masses.
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Each of the activations resulted in the show trending on Twitter and other social channels.
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Virtual Concerts
The playback singers went all about to promote the songs through virtual concerts and unplugged performances for further engagement.
The interactive initiative also provided an opportunity to the fans to showcase beautiful song renditions to Rumi through a compilation curated by Music Influencer Mihir Joshi
Content Marketing Ft. Priya Malik
In a bid to bring a larger-than-life representation of Agastya and Rumi, the brand collaborated with Priya Malik as she penned down a thought-provoking poem on what could be between the couple as they cross the various stages of love and life with her slam poetry.
Dialogue Snippets
ALTBalaji campaign also involves a series of dialogue promo posts in multiple formats. Some of the posts highlight the flawed but beautiful characters along with popular dialogues.
Amplifying this, the brand leveraged the Remix feature on Instagram.
Focus on #AgMi
In a two-pronged strategy of highlighting the lead pair and driving engagement for the show, the platform urged viewers to define #AgMi.
For us it's 'obsession', what about you?👀 #BrokenButBeautiful3 streaming now on #ALTBalaji @ektarkapoor @sidharth_shukla #SoniaRathee @1111production3 @itsEhanBhat @_Jahnavi_ @taniya_kalrra @SaritaTanwar @nirajkothari @yukti86 @PriyankaGhose13 pic.twitter.com/XK5XeYVk6T
— ALTT (@altt_in) May 31, 2021
This was followed by countdown posts and BTS videos to keep the show buzzing on social media.
Relatable Posts
Keeping the relatability quotient high, the marketers released an array of posts based on topicals and trends.
Comment with a "YES" if you share the same Monday emotion 😓👇 #ALTBalaji @sidharth_shukla #SoniaRathee pic.twitter.com/p0yllvdqCJ
— ALTT (@altt_in) June 14, 2021
Three times the no’s of both earlier seasons great ratings on IMDb and a great amount of love would not be possible without ur support!!thanku team onscreen and offscreen and audiences #brokenbutbeautiful3 pic.twitter.com/V2zlt2taAb
— Ektaa R Kapoor (@EktaaRKapoor) June 16, 2021
This also included content marketing tactics to drive consumers to watch the series.
Also read: Case Study: How ALTBalaji reached 80 MN+ users to generate buzz and conversation through step-by-step thematic campaign for ‘The Married Woman’
Brand Collaborations
To take the engagement a notch higher, ALTBalaji shared a series of co-branded promotions and posts in line with the theme of love and obsession. This included OkCupid, Bollywoo, Ferns & Petals, Chingari, Droom, Alexa, Box8, PeeSafe, amongst others.
Scribbled Stories
OkCupid
#LoveIs swooning over @sidharth_shukla and #SoniaRathee's magical chemistry in #BrokenButBeautiful3 💓@altbalaji
— OkCupid India (@OkcupidIndia) May 29, 2021
FlyRobe
You may be broken, but Flyrobe will make you beautiful. You can rent any outfit that catches your eye and makes you feel a little less broken. Flyrobe is proud to announce the new ‘BROKEN BUT BEAUTIFUL’ collection.”
— Flyrobe (@flyrobe) May 30, 2021
@altbalaji @ektarkapoor @sidharth_shukla #soniarathi #ehanbhat pic.twitter.com/n2muZqQxxN
Growfitter
Watch the 1st Episode of #BrokenButBeautiful3 streaming now on #ALTBalaji & Download Growfitter App & Get Assured Gift voucher of Rs 1000 & one lucky winner wins #appleairpods
— Growfitter (GFIT Token launching soon) (@growfitter) May 30, 2021
Streaming Now on @altbalaji starring @sidharth_shukla @realsoniarathee@1111Production3 pic.twitter.com/xE13NDAaF1
Ixigo
Boarding a flight to a beautiful destination of love with #BrokenButBeautiful3, now streaming on @altbalaji ✈️😍 pic.twitter.com/Q7ssiABd5q
— ixigo (@ixigo) May 31, 2021
Contests
As part of the initiatives, ALTBalaji released a slew of contests. From the ‘Meet and Greet’ contest, where the fans got the opportunity to virtually meet the stars after answering some questions to the Fan-made poster competition, the platform did not leave any stones unturned to engage the consumers.
With the song releases, the marketers even initiated song and dance contests for fun and interaction for the audience.
Meet & Greet Contest
Fan-Made Poster Contest
#MereLiye Dance Contest
Engagement on WhatsApp
Leveraging GIFs, the brand collaborated with Google for Tenor GIFs that became available on WhatsApp to spread awareness about the show and top-of-mind recall
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The Print Chapter
With a 360-degrees approach, ALTBalaji leveraged Print Media publications such as Sakal Times, Hindustan Express and a few digital publication houses to spread the word about the new season in native languages.
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Following interviews and anecdotes of the stars, the platform made efforts to generate conversations about the actors and bring interesting stories from their lives.
The #BrokenButBeautiful3 x Television
To further reach the masses, Sidharth Shukla appeared on Colors TV’s reality show, ‘Dance Deewane’ for promoting the new season amidst a larger set of audience.
Influencers Speak
Several influencers promoted the show, pre and post its release for amplification, engagement, and encouraging binge-watching.
It’s time for #BrokenButBeautiful3 & @sidharth_shukla to find out what is love anyway ! @altbalaji #SidharthShukla bring it on, have started the 1st episode and it’s looking brilliant !!!! For #Sidhearts it’s an obsession not just Agasthya’s story ! pic.twitter.com/9gZxJH7Xpy
— Vindu Dara Singh (@RealVinduSingh) May 29, 2021
Just binged watched BBB3. Proud of you @sidharth_shukla you have nailed the character of #agastyaRao!!!!
— Shehnaaz Gill (@ishehnaaz_gill) May 29, 2021
Extended/Miscellaneous Initiatives
As an extended part of the initiatives, ALTBalaji also did a brand integration campaign with Amazon Alexa to help the audience listen to the show dialogues, songs, and much more. Through this, the user would just need to command Alexa to open Broken But Beautiful and get access to these assets from the show.
Thus, the series continued to buzz and engage viewers through an array of activations and even managed to top the charts as one of the most-streamed original content/shows across COTT, Binged, and ORMAX. It was also listed as one of the top 40 shows on IMDB with a significant rating for its individual episodes.
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Results
- Reach: 180 million
- Impressions: 220 million