Challenge:
When I was entrusted with building the B2B vertical for OTTplay, the biggest hurdle was this recurring question from brands:
“Why should we pay for OTT subscriptions when we aren’t in the entertainment business?”

The real issue was: brands had aggressive KPIs for customer growth, retention, and engagement—but lacked fresh, low-cost ways to drive them. OTTplay wasn’t even on their radar as a strategic lever.

My Action:
I reframed the narrative. Rather than pitching OTTplay as a content platform, I positioned it as a business enabler—a tool for customer acquisition, loyalty, and marketing differentiation.

I adopted a solution-selling strategy, tailoring each pitch around “What’s in it for you” with specific use-cases. For example:

Tecno (Transsion Group)

  • Pain Point: Struggling with brand recall and weak market share in India, especially against dominant players like Xiaomi and Samsung.
  • Solution: Bundled a 3-month OTTplay subscription with every new Tecno phone. Combined this with HT Media’s print and digital co-branded promotions, creating visibility and excitement at retail.
  • Outcome: Drove higher conversion at retail counters, improved Tecno’s market perception, and secured a ₹3 Cr+ deal.

Fino Payments Bank

  • Pain Point: Needed a differentiated benefit under RBI’s ₹250 voucher cap to incentivize account openings.
  • Solution: Introduced OTTplay as a loyalty reward. Enabled seamless onboarding with a support helpline. Ran co-branded campaigns targeting Fino customers.
  • Outcome: Delivered high-perceived value and helped boost acquisition. Fino became a recurring buyer, enabling access to other BFSI brands.

Strategic Pillars I Built the Vertical On:

  1. B2B Bulk Sales
    High-value pre-buy deals to achieve revenue goals.
  2. Voucher Platform Distribution
    Partnered with platforms like Gyftr, Puxee (Sodexo), Desidime etc. on a revenue-share model—driving subscription sales while boosting OTTplay’s brand visibility at zero acquisition cost.
  3. Brand Alliances (B2B2C Co-Marketing)
    Created barter-based co-branded campaigns with brands like Dominos & Philips, who promoted OTTplay to their customers in exchange for exclusive discounts.

Impact:
Built the entire vertical from scratch, created a predictable revenue stream, positioned OTTplay as a brand engagement tool, and overachieved initial revenue targets.
✅ Overachieved revenue targets during initial launch
✅ Created a replicable and sustainable B2B model that continues to grow

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