Mumbai: ALTBalaji has announced its association with short video app Josh for the web series titled "Cartel". The platform has roped in more than 138 actors for the upcoming thriller.

Josh will begin promotion with the #CartelChallenge urging users to generate videos with dialogues from the series. The association with ALTBalaji will involve multiple collaborated activities including actor videos, social media content, contests, and giveaways, said the press statement.

“The association is a perfect fit as both Josh as well as ALTBalaji are youth-centric brands that are encouraging and supporting indigenous talent and creativity in India. Through our ‘#CartelChallenge’, we aim at promoting ALTBalaji’s new release by leveraging the power of bite-sized, snackable content,” said Josh, head of creator and content ecosystem, Sunder Venketraman.

Commenting on the partnership, ALTBalaji's SVP- marketing and revenue, Divya Dixit said, "Josh is a made in India short video app catering to the youth and mass India just like our platform, which is majorly youth-centric. Also, UG content and influencers promotion enhance the surrounding noise on the show and encourage deeper audience involvement. This partnership allows us to reach and involve our target group effortlessly."