Challenge:
OTTplay, being a new OTT aggregator, struggled with low brand visibility and recall in the B2B space. Potential brand partners weren’t aware of what OTTplay was or why it mattered to their end users. Without a large promotional budget, creating market pull and brand recognition became a major barrier to growth.

My Action:
To generate visibility without spending a rupee on advertising, I built a dual-pronged strategy using voucher distribution platforms and co-branded barter alliances:

Voucher Platform Distribution
I partnered with voucher-selling platforms like Gyftr, Puxee (Sodexo), and Desidime on a revenue-share model.

  • These platforms promoted OTTplay to their user base.
  • Offered discounted subscription codes, which platforms promoted to their users—creating visibility and conversions on a revenue-share model.
  • They spent on promotions; we paid only when a user subscribed. This strategy gave OTTplay presence across high-traffic deal platforms, boosting brand awareness and driving pull-based demand.

Co-Branded Barter Alliances
I initiated partnerships where brands promoted OTTplay in exchange for exclusive discounts for their customers:

  • Domino’s (Train Traveller Campaign):
    We launched a co-branded SMS campaign for train passengers ordering Domino’s. The SMS read:
    “While your order is on its way to your next station, sit back and enjoy OTTplay at a special discounted price.” Domino’s ran the campaign through their channels. In return, we offered their customers exclusive pricing on OTTplay packs. This introduced OTTplay to an entirely new use-case—travel entertainment—creating recall and conversions with zero ad spend.
  • Philips Consumer Products:
    We tied up with Philips to bundle OTTplay subscriptions with select product purchases.
    Philips highlighted this value-add in their promotional content—digital ads, landing pages, and influencer reviews—while we offered premium OTTplay access. No money was exchanged; both brands gained visibility through shared promotions. OTTplay was seen as a value enhancer for Philips’ premium products.

Impact:
✅ OTTplay became visible on 6+ high-traffic voucher platforms and 3 major consumer brand campaigns
✅ Sparked organic inbound interest from other brands who began reaching out to include OTTplay in their consumer offers

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