Brands take advantage of the biggest reality show on ott: Lock Upp

The 360-degree marketing around the show and the brands associated with this business are unique due to their nature and relentless progression with each episode.

India’s biggest and most fearless reality show Lock Upp has been a game changer. With its eclectic mix of controversial contestants and incendiary host Kangana Ranaut, the show has captured the attention of audiences across the world. While the show has broken many records, becoming the most watched reality show on OTT platforms, the latest milestone is that of reaching 100 million views, since it started airing on ALTBALAJI & MX PLAYER, meaning it has penetrated deep audience segments across the country. and gain traction globally.

The 360-degree marketing around the show and the brands associated with this business are unique due to their nature and relentless progression with each episode. The streaming giant has partnered with several youth brands to make this campaign a success. With 80% of ALTBalaji’s audience under the age of 35, partnering with these brands is a smart move. Moreover, these brands cover important areas of interest for young people, indirectly pushing them to watch the show or head to the platform.

The various associations, including a partnership with Glance Roposo, work perfectly alongside Lock Upp as it offers viewers a quick LIVE interaction with the show’s ousted contestant. The brand promotes the show with multiple influencers on its platform, working in collaboration to promote various show assets. The show’s main radio partner RedFM recently built a really witty “Lock Upp MEIN SABKI BAJTI RAHEGI” campaign around the show using their own brand signature and they also awarded huge FCT and shoutouts for the show on their social media handles.

ALTBalaji has collaborated with several channels such as 24*7, PVR, Bright Outdoors, Vijay Sales and Screenox to ensure that the buzz around the show reaches the last mile in India. Several screens and hoardings across India were activated to promote the show indoors and outdoors on cafe screens, airport screens and store screens. Several brands such as The Bake Shop India, Mobikwik, Ugaoo, Bollywood Samachar, Growfitter and Ferns & Petals have teamed up by providing discount codes to buy alongside their Google and Facebook inventory by offering promotions and special offers aimed at the public ALT. Short-form video platforms like Moj, Josh, Triller, and Chingari help promote the show by capturing snippets of episodes into video formats. Social Ketchup has put influencer marketing front and center to engage with fans. Flyrobe helped promote the show using promotions on the website and social media and offered a special discount to ALT audiences. Travel partner Ixigo offered special travel deals while e-commerce website created special merchandise and giveaways for the show.

Speaking on the multiple brand associations, Divya Dixit, SVP Revenue & Marketing, ALTBalaji shares, “We are delighted to see the interest and effort from all the brands to leverage the show and engage with the huge audience that we collect on property. These collaborations are mutually beneficial as brands gain more users and our audience gains benefits from watching the show. We all share a common goal of reaching the masses and growing in the Indian market.”

Launching on February 27, 2022, it is the first-ever reality show with its parallel universe of fantasy metaverse and exchange of contestant cards. It is India’s first virtual reality game based on a reality show, where all players get a chance to travel to Lock Upp virtually. Log on to and experience Lock Upp for yourself.