ALTBalaji’s marketing strategy for Broken But Beautiful 3 needs special attention; here’s why

A renowned news portal recently released a case study on the Indian OTT app ALTBalaji’s excellent marketing strategy for their highly rated, super successful romantic web-series Broken But Beautiful 3. The case study concluded by claiming that ‘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 across COTT, Binged, and ORMAX media reports. It was also listed as one of the top 40 shows on IMDB with 9.2 rating for its episodes.

In its study, it was mentioned how ALTBalaji, in a bid to spread awareness about their extremely popular show ‘Broken But Beautiful Season 3’, ‘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.’ It was commendable how the show garnered so much love from all across that several influencers promoted the show, pre and post its release for amplification, engagement, and encouraging binge-watching of the show. The case study also emphasized on how Sidharth Shukla visited the sets of the popular dance reality show Dance Deewane to promote his show and also the beautiful soulful tracks of the series, a maverick move.
Taking a step ahead in the marketing move, the brand also collaborated with Google for Tenor Gifs keeping in mind the popularity of Gifs. As a result, Gifs became available on WhatsApp to spread awareness about the show and top-of-mind recall, another strategic move.
ALTBalaji also initiated several contests that made Broken But Beautiful 3 the talk of the town. The site mentioned how 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. Furthermore, the marketers even initiated song and dance contests for fun and interaction for the audience with the song releases. Now it’s not much of a surprise to see that Broken But Beautiful 3 is continuing to be a rage.

If you haven’t watched the show yet, login to the ALTBalaji app and watch the 10 episodes of the show right away.