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Tag: ALT Balaji

  • Launches new identity with a bold new logo

    Alt Balaji is now Altt

    By Our Staff

     

    Alt Balaji, digital entertainment platform, launches a new identity. It will now be called Altt.  It has also unveiled a bold new logo. The company has stated that the change in logo is part of its broader rebranding strategy, which is aimed at aligning its image with its core values and mission. Altt provides its customers with innovative and engaging digital content, and the new logo reflects that commitment.

     

    Besides the logo change, Altt has announced the appointment of a new Chief Business Officer Vivek Koka, as Ektaa R Kapoor and Shobha Kapoor Step Down. While the process of stepping down started last year, Altt now has a new team to take over. This decision is a strategic one to focus on their other ventures.

     

    Vivek Koka
    Vivek Koka

    Talking about his association with Altt Vivek Koka said: “Altt has been a pioneer in the Indian OTT space and has entertained audiences across the country. With success and adulation comes the responsibility of staying true to the consumers’ expectations. Keeping in line with the same thought, Altt embarks on an exciting journey with its identity which will be backed by equally engaging content. It is a great time for me to be associated with the brand and to be a part of this journey.”

     

    Shashwat Singh
    Shashwat Singh

    Talking about the new logo and change in brand Image Content head Shashwat Singh said: “Our customers are at the heart of everything we do, and the new logo reflects that sentiment. The new design is more forward projecting and simplified, making it easier for our customers to connect with us and our offerings, without veering away from the well-established brand identity. We believe that this change will help us to make stronger connections with our audience and reflect the renewed passion with which we bring brand new stories to them.”

     

    Added Ektaa R Kapoor: “We are thrilled to welcome Vivek Koka to the Altt family. His expertise and vision for the future of digital entertainment make him the perfect choice to lead Alt Balaji into its next phase of growth and success.”

     

  • Shailesh Kapoor lists the Top 5 OTT brands both from a content and a marketing perspective

    The Most Successful OTT Brands of the Decade

     

    This is the third in a series of six decade-ender lists in this column by Shailesh Kapoor. The previous lists:

    The most-defining Hindi TV shows of the decade

    The most-defining Hindi films of the decade

     

    By Shailesh Kapoor

     

    The OTT category in India saw a major boost in the latter half of the decade, especially 2017 onwards. From a handful of originals and OTT platforms that you could count in single digits, the category took off with the arrival of Netflix and Amazon Prime Video in India. In 2019, more than 100 original OTT shows launched in Hindi language alone. Add regional content, sports, movies, animation etc. to it, and you know that the end of the decade belonged to OTT.

    Ranking “successful” brands in an emerging category can be tricky. This list is based on impact created in the Indian market, both from a content and a marketing perspective. Social media brands have not been considered, and special mentions are due to regional players like Hoichoi, and niche players like FilmCompanion and Ullu, for managing to find a strong need gap and catering to it.

     

    5. ALT Balaji

    Balaji’s entry into OTT category in 2017 made it one of the earlier entrants. It took ALT Balaji some time to get going, and it can be argued that the launch of the more premium services like Netflix actually helped ALT Balaji position itself as “mass” and more mainstream, especially for the non-metro markets in India. The platform has relied on quantity, launching shows every other week, and Gandii Baat, which explores the erotic genre from the small-town/ rural lens, is arguably its most successful show till date. When compared to other platforms that didn’t make it to this Top 5 list, like Zee5, Voot and Sony LIV, ALT Balaji’s run is impressive, particularly because it did not have much GEC catch-up content to provide an early cushion.

     

    4. Netflix

    It’s difficult to split Amazon Prime Video and Netflix on rank. Netflix is clearly the more niche of the two, operating as a standalone content service at a much higher price-point than Amazon. When Netflix launched, its price-point was seen as prohibitive by many. It took some time for Netflix to customise, and the launch of the Rs 199 mobile-only service in 2019 was a sign that they are willing to adapt to the unique rules that the Indian market can demand from global players. Netflix’s content strategy has been to focus on less but high-quality content, though some of their 2019 India shows, such as Sacred Games 2 and Bard Of Blood, fall short of that high standard. The platform’s imagery, however, remains strongly associated with high-quality international content, and that’s a sub-genre in which it’s a clear leader.

     

    3. Amazon Prime Video

    Amazon Prime Video’s launch in India was in line with its global strategy to create content to fuel the retail business through content engagement. Compared to its competitor Netflix, Amazon’s OTT strategy in India relies on higher number of big-ticket launches and more aggressive film acquisitions. Through Mirzapur last year and The Family Man this year, the platform has managed to create top-end Indian content, which puts it in a very credible space as we enter a new decade.

     

    2. TVF

    TVF (The Viral Fever) is the only content creator in this list of OTT platforms. Being the early innovators (remember Permanent Roommates and Pitchers), TVF had its OTT moments much before the big players came. Some argued that TVF would fizzle out as big budgets come into play, but the platform continues to be amazingly consistent with its quality, and this year’s Kota Factory is the latest testimony to that. Having addressed a definitive segment of the urban Indian youth, especially men, TVF is in a rock-solid position to be the most-sought-after content creator in the new decade.

     

    1. Hotstar

    Hotstar came before everyone else, in early 2015. And with each passing year, the Star-owned platform has managed to stay ahead of the OTT evolution curve, especially in the area of marketing. Taking IPL digital rights, even before Star had the broadcasting rights, was a clear indication that Star meant business with Hotstar, and this year has seen a lot more action to support that line of thought, with the launch of the VIP service and Hotstar Originals. In the new decade, Hotstar will have to do a bit more to more away from its image of being primarily a catch-up TV and digital sports platform. But that work has already started, it seems.

     

     

  • Based in Mumbai, his responsibilities include programming, channel operations, acquisitions and promotions

    Abhishek Dutta appointed Network Head for Cartoon Network & Pogo in South Asia

    By A Correspondent

     

    Abhishek Dutta has been named Senior Director and Network Head -Kids, overseeing Cartoon Network and POGO in South Asia. Based in Mumbai, his responsibilities include programming, channel operations, acquisitions and promotions, as well as the content direction for the two brands.

     

    Said Siddharth Jain, Managing Director of WarnerMedia Entertainment Networks in South Asia: “Abhishek brings with him a strong kids industry experience and I am confident that he will raise the bar of the kids’ portfolio and capitalise on the opportunities that lie ahead of us. I welcome Abhishek to the WarnerMedia family.”

     

    Dutt will also be working closely with and under the direction of Leslie Lee, VP of Kids Content, WarnerMedia Entertainment Networks APAC.

     

    Said Dutta: “The kids TV category has become more exciting than ever before. With my new role at the helm of Cartoon Network and POGO in South Asia, I am looking forward to driving the current business through its next phase of growth. This set of brands are not only first movers, but also the most established kids brands in the country.”

     

    His career includes stints at ALT Balaji, Discovery Networks India and, most recently, was Senior Kids Programming Director at Viacom18, a company he joined in 2016.

     

     

  • Sethi will be overseeing the company's entire communications strategy in India and international markets

    ALT Balaji ropes in Manav Sethi as Chief Marketing Officer

     

     

    ALT Balaji has roped in marketing veteran Manav Sethi as its Chief Marketing Officer. Sethi will be overseeing the company’s entire communications strategy in India and international markets.

     

    Said Sameer Nair, Group CEO, Balaji Telefilms: “Manav is ideally suited to support the vision we’re working towards at ALT Balaji. We are looking forward to harnessing his experience and expertise as we launch, grow and expand our footing. Manav’s role will cover a wide array of activities including Marketing and Communications, and we look forward to his leadership in shaping our journey”

     

    “We are delighted to add such an experienced resource to the ALT Balaji family. Manav not only comes with a vast experience in the field but also will add a new layer and dynamism to the team, we think. I’m sure he will only complement to our venture of creating a solid and valuable brand”, added Nachiket Pantvaidya, CEO, ALT Balaji.

     

    Commented Sethi: “It’s an exciting time in the digital space and to be a part of a company since its launch always adds to the excitement. I’m looking forward to playing a part in this journey towards making ALT Balaji one of India’s leading brands”

     

  • Mangoblossom will handle brand identity & design

    Scarecrow Communications wins creative mandate of ALT Balaji

    By A Correspondent

     

    Scarecrow Communications has won the creative mandate of ALT Balaji. The agency was shortlisted after a multi-round pitch process, following which Scarecrow was brought on board.

     

    Speaking on the win, Manish Bhatt, Founder Director, Scarecrow Communications, said, “Today, the entire world is shifting to the digital platform for their entertainment. Balaji Telefilms has a rich legacy of producing the most favoured content on a large scale for multiple platforms – from Television to Films. And with ALT Balaji, they’re gearing up to entertain the digital audience as well. Scarecrow is really enthused to be part of this ambitious and exciting brand vision”.

     

    Nachiket Pantvaidya

    Nachiket Pantvaidya – ALT Balaji, CEO said, “We’re excited to work with Scarecrow Communications and look forward to doing cutting edge creative work with them that will launch and build ALT Balaji for its consumers, both in India and overseas.”

     

    ALT Balaji will create highly differentiated, original digital content for the entire connected ecosystem spanning mobiles, computers, tablets, smart TVs and game stations. Through this endeavor, Balaji Telefilms will go beyond the current themes of television entertainment to set a new bench-mark with younger, edgier and smarter contemporary content.

     

    While Scarecrow will be handling creative mandate, brand identity of Alt Balaji has been created by branding and design firm Mangoblossom and brand identity has been created by Mangoblossom Design.