MUMBAI: ALTBalaji, an important part of Ekta Kapoor’s films and TV shows production company Balaji Telefilms, is a step ahead of competition. Within six months of its launch, ALT marked itself at the third position in India’s highest revenue grossing apps as per a App Annie Intelligence report. It has been seeking a media agency for sometime now.

Lodestar UM has now bagged the media mandate for ALTBalaji. The mandate includes print, television, online, out of home (OOH) and radio.

CMO Manav Sethi of ALTBalaji, which created a record of sorts by releasing 10 originals within six months, said, “We were cautious in our advertising and marketing spends. Ninety per cent of our marketing spends is focused on. We look forward to Lodestar UM’s coming on board. They command a strong understanding of media and entertainment space along with strategic and innovative solutions which will be essential in supporting our business vision.”

Lodestar UM SVP Deepak Netram, said, “With a game changer like AltBalaji, we have an opportunity, to build on our global learning and are fully geared to deliver solutions in this space.”

For building a robust international distribution ecosystem, ALT partnered with Lemon Advisors to forge alliances with distribution partners like telecom operators, internet service providers and OEMs. Lemon is assisting ALT in exploring brand alliance opportunities along with planning and executing marketing and on-ground activities. Lemon Advisors became a representative entity for ALTBalaji at various trade shows and exhibitions.

The creative mandate for ALTBalaji has been bagged by Scarecrow Communications, Balaji's digital venture.