ALTBalaji challenges viewers to #PressALT to societal stereotypes
Breaking stereotypes and challenging patriarchal conventions, ALTBalaji, one of India’s leading homegrown OTT platform launches a unique social-media challenge with an aim to break the existing norms and notions of womanhood. Inviting all the popular brands on social media to join in the tongue-in-cheek conversation urging people to #PressALT.
Following the idea that anything ‘alternative’ redefines the traditionally, standard and “acceptable” versions of women, as set by the society; ALTBalaji takes the lead to break these stereotypes and inspire others to follow suit. Amplifying the reach of the campaign, the platform has partnered with brands that enjoy a significant share of voice in social media such as, Suzuki Motorcycle India, Tata Trusts, Havells, PVR Pictures, FreeCharge, Parker Pens India, Balaji Motion Pictures, Philips Sound and Colors amongst others. In a bid to reach out to the millennial audience, ALTBalaji designed the campaign in a manner that initiates a dialogue in the most engaging, quirky and unique manner.
On the same, Divya Dixit, SVP, Marketing, Analytics & Direct Revenue at ALTBalaji said, “There are still ample of age-old notions that exist in our society. Norms that define how women should behave, what they should be as a personality, what they should wear, what defines their beauty et al. The campaign is our contribution in breaking those stereotypes and changing the thought process in a manner that reaches out to our young and older audience alike. We are glad that multiple leading brands understood & supported our endeavour and are excited that they teamed up with us. ALTBalaji has always believed in fostering the ideas of women empowerment and through our shows, we have tried to portray the same for our audiences. We aim to reach out to as many people as we can and aid in bringing the impending change.”