Mumbai: ALTBalaji has roped in 11 brands for its latest thriller series "Girgit." 

The list of brands includes Josh (short video partner), Viral Pitch (influencer marketing partner), Invisible Gastronomy Bar (hospitality partner), The Nonsense Store (official gaming partner), Sasha Eyewear (official eyewear partner), Bollywoo (fashion merchandise partner), Abhibus (travel partner), Flyrobe  (apparel partner), Storytel (official audiobook partner), Growfitter (fitness partner), and Ferns N Petals (gifting partner).

With 80 per cent of its audience less than 35 years of age, collaborating with youth-oriented brands will enable both ALTBalaji and the partners to broaden their reach. As these brands cover major areas of interest for the youth, it will also increase the show's visibility, said the OTT platform in a statement.

"ALTBalaji has cracked the code to youth engagement. This is evident from multiple success stories with its previous shows as well as our ongoing shows,” said ALTBalaji SVP for revenue and marketing Divya Dixit. 

“This multiple brand association model for the promotion of Girgit is a new experiment that looks to be working wonders for ALTBalaji as well as the brands that have been partnered with. We hope to keep bringing about innovations in the marketing and promotional strategies that can set a benchmark for other players in the industry as well," she added.