ALTBalaji wins the hearts of social media during Diwali

Every Diwali, we see brands dial up the action on their digital mouthpieces. Be it to peddle a new offer or to talk about a campaign that celebrates the spirit of the festival, almost every brand takes the festive season as an opportunity to build consideration for itself in the minds of the Indian audience.

This year on Diwali, ALTBalaji, one of India’s fastest-growing OTT platform, that offers the greatest volume of original Indian content, put out a tweet wishing all the players in the OTT industry to join them and celebrate #TyoharEntertainmentKa.

ALTBalaji chose to forgo the usual tried-and-tested method of using Diwali as an occasion to reinforce a brand proposition.

Instead, they opted for a simple, sweet gesture that genuinely encapsulates the spirit of celebration that Diwali brings to the entire nation.

Kahaniyan alag, kirdar alag, lekin aise khushi ke mauke par kaun aapka, kaun humara. Aaiye phir, iss Diwali saath mil kar manayein #TyoharEntertainmentKa @NetflixIndia @hotstartweets @PrimeVideoIN @justvoot @Zee5India @SonyLIV

— ALTBalaji (@altbalaji) November 7, 2018

By wishing all the OTT players in India on Diwali, ALTBalaji showed other brands how a sincere sentiment resonates more with an audience than just another attempt at moment marketing. Sometimes, it would do a brand well to forsake the rat race and rise above in the spirit of the festival.