OrangeGlobal Stories Bets Big With $36 Million Marketing Push

OrangeGlobal Stories is set to invest $36 million in marketing and digital promotion over the next three years, aiming to expand its global reach and strengthen its position in the audio content market.

OrangeGlobal Stories, an emerging audio OTT platform backed by Abhijit Realtors offers a diverse range of content, including audio web series and stories, designed to cater to a global audience with varying tastes and preferences.

The investment comes at a time when the audio content market is experiencing growth. Industry projections suggest a compound annual growth rate (CAGR) of 25 per cent from 2021 to 2027, underlining the immense potential in this sector. OrangeGlobal Stories' decision to allocate resources to marketing and promotion aligns with the broader trend of increasing digital advertising spend, which is expected to reach $526 billion in 2024.

Harish M. Bhatia, one of the founders of OrangeGlobal Stories emphasised the timeliness of this investment stating, “The global content consumption landscape is rapidly evolving, and the demand for high-quality audio content is growing exponentially. Our investment of $36 million in marketing and digital promotion is a testament to our commitment to meeting this demand and establishing OrangeGlobal Stories as a leader in the audio OTT space.”

The company's marketing strategy will leverage various digital channels, including targeted ads, influencer partnerships and social media campaigns. These efforts aim to boost brand visibility, engage with potential listeners and drive higher conversion rates and return on investment.

Inu Majumdar, CEO of Radio Orange and Chairperson of OrangeGlobal Stories, expressed her support for the investment, saying, “We are excited to back OrangeGlobal Stories in this strategic initiative. The $36 million investment will not only boost their brand presence but also enhance the overall quality and reach of their content. We believe in their vision and are confident that this investment will pave the way for a new era in audio entertainment.”

The investment will be strategically allocated across various marketing and digital promotion initiatives. These include large-scale brand promotion campaigns across traditional and digital platforms, intensive digital marketing efforts encompassing social media, content marketing, SEO and PPC campaigns and dedicated content promotion for new and existing audio web series and stories.

OrangeGlobal Stories boasts a leadership team with extensive experience in the media and entertainment industry. The founders include Harish Bhatia, a veteran with over 40 years of experience in radio, newsprint and consumer electronics; Nilesh Kadam, who brings 20 years of experience in alliances, partnerships and brand creation; Viplove Gupte, a seasoned executive with a background in content creation and distribution; and Inu Majumdar, a first-generation woman entrepreneur with diverse experience in the entertainment industry.