Performics India wins ALTBalaji’ s global digital media duties
Performics India has won the global digital duties of video on-demand platform ALTBalaji. The business was won in a hotly contested multi-agency pitch. The incumbent on the business was Merkle Sokrati.
Performics has the largest performance marketing offering in India, controlling over 70 per cent of performance marketing spends and offering a range of services across digital marketing, data, technology, and analytics.
Announcing the development, Divya Dixit, Senior Vice-President & Head, Marketing, ALTBalaji, said, “We were on the lookout for an agile, future-facing digital partner to support our evolving needs and were impressed with Performics’ strong data & intelligence driven approach as also their single-minded focus on business results. Performics brings in fresh insights and thinking on the brand and we are sure to benefit from their overall experience and expertise. We look forward to a fruitful partnership.”
Reacting to the win, Sarfaraz Khimani, Co-CEO, Performics India, said, “We are thrilled to be appointed as ALTBalaji’s, the leading OTT player, digital partner; just as ALTBalaji stands to rapidly focus on customer acquisition through segmented marketing and sharp consumer analytics. Performics drives strong, personalised, dynamic consumer experiences. With our superior digital capabilities and seamless play across tech, performance, content, communications, and analytics, we will help ALTBalaji scale up effectively and reach out to newer digital audiences. This is a hugely competitive category and our holistic approach, at the intersection of marketing technologies, data science and media will make a significant impact and difference to the ALTBalaji brand and will give them the competitive edge.”
ALTBalaji, a subsidiary of Balaji Telefilms was launched in India in April 2017 and marks Balaji Telefilms’s foray into digital entertainment, after entry into films & television.