New Delhi, Jan. 25 -- From collaborating with music festivals to set up gaming arenas to partnering with local community groups and festival organising committees, both foreign and homegrown streaming platforms are raising marketing techniques to better reach younger, new-age audiences in India.

Strategies are now moving beyond regular social media and influencer marketing to reach young audiences wherever they may be, from colleges to small shops. While some of these strategies are more expensive than traditional influencer, print, or digital marketing, they also address fresh touch points to cater to viewers.

"In recent months, OTT platforms have been adopting creative and experiential marketing strategies to engage audiences and prom...