ALTBalaji partners MobiKwik for payment wallet integration

MobiKwik Wallet users to get 25% cashback on ALTBalaji's subscription

In the run up to its launch next month, Balalji Telefilms' digital video streaming platform ALTBalaji has entered into partnership with mobile wallet MobiKwik. The over-the-top (OTT) entertainment platform ALTBalaji, will offer 250 hours of original content and subscribers can now avail 25 per cent cashback while paying for the service using MobiKwik wallet. The partnership is expected to provide an easy payment facility to MobiKwik's 55 million registered users to use ALTBalaji.

ALT is expected to launch with around six original shows on April 15. A completely paid platform, the company has outlined strategies to hook customers and retain them. While some of the content will be available across free video streaming platforms like YouTube and Facebook, the payment tie-up will help not only tap into Mobikwik's existing user base, but also facilitate transactions.

It is not novel for an OTT platform to partner with payment gateways. Eros' ErosNow has four payment walklets as option - Mobikwik, Paytm, Freecharge and SBI Buddy. Star India's premium OTT service under Hotstar also has Paytm as a payment option apart from credit cards.

Nachiket Pantvaidya, CEO of ALT Digital Media Entertainment Limited (the Balaji subsidiary that run the OTT platform) said, "With a vision to create a better consumer experience, the partnership with MobiKwik will facilitate frictionless connection between our subscribers and ALTBalaji. This convenient payment option will allow our consumers to subscribe to our original and exclusive content with ease. We are glad that MobiKwik which is a pioneer in the wallets business will open a new consumer base to our service."

Bikram Bir Singh, Business Head at MobiKwik said, "We are glad to partner with ALTBalaji and extend our digital payment services to their subscribers. This association is in line with our endeavor to make MobiKwik payments ubiquitous."

MobiKwik also powers payments for the IRCTC service and can target the users based on the long-distance rail tickets that they have purchased, allowing ALTBalaji to offer the service to these customers who are otherwise starved of entertainment or must consume the same content available elsewhere.

The initial library of six shows will be followed with a new show every 15 days for its viewers to binge watch. The content features talent from TV and films including the likes of Nagesh Kukunoor, Juhi Chawla, Nimrat Kaur, Rajkumar Rao, Hansal Mehta, Sakshi Tanwar, Ram Kapoor, Atul Kulkarni, Sameer Soni, Yudhishtar Urs, Dipannita Sharma Atwal, among others.