Mumbai: OTT platform ALTBalaji has brought on board as many as 13 youth-centric brands for its mega-starrer release "Cartel". The association draws upon the synergies between the show’s and the brands’ young TG.

The list of partners on the thriller entertainment series includes Reliance (digital media partner), Voyage (accessories partner), USTREAK (Esports platform), Ugaoo (nature partner), Flyrobe (wardrobe partner), Growfitter (fitness partner), Ferns N Petals (gifting partner), Ixigo (travel partner), Bollywoo (fashion merchandise partner), Josh (short format app executing #CartelChallenge), Dunzo (food delivery partner), Mission Green Mumbai (NGO partner), and Invisible Lounge (hospitality partner).

"Cartel is a tentpole property for us with a stellar star cast and storyline. The team went all out to promote this show and reach the intended audience via successful partnerships," said ALTBalaji, SVP - revenue and marketing, Divya Dixit. "All of these brands have been chosen carefully and are helping us gain maximum momentum. The brand associations purely depend on the show's content and target audience and how both the brands can benefit from each other's audience base."