Episode 58

Aha’s Inflexion Point. 1.5m+ Installs

In this episode of the State of Retention Marketing podcast, Santhosh Kumar Reddy, Head of Business Strategy and Customer Retention at Arha Media, has an elaborate conversation with Harshit Manocha, Director of Content, Events and Community, WebEngage, where he discusses the evolution and success of the Aha OTT platform. Santhosh shares insights on Aha’s subscription-first model, strong international user base, innovative pricing tiers, and global expansion.

53 mins

About the episode

In this episode of the State of Retention Marketing podcast, Santhosh Kumar Reddy, Head of Business Strategy and Customer Retention at Arha Media, has an elaborate conversation with Harshit Manocha, Director of Content, Events and Community, WebEngage, where he discusses the evolution and success of the Aha OTT platform. Launched in early 2020, Aha faced an uncertain start due to the pandemic, limited original content, and lack of industry presence. However, the lockdown presented a unique opportunity, where Aha unexpectedly gained traction, securing 20,000 subscriptions in just two days, far exceeding expectations. He shares insights on Aha’s subscription-first model, strong international user base, innovative pricing tiers, and global expansion. He also explains how the platform uses original content, timely releases, and tailored offers to drive user acquisition and retention. In addition to this, he emphasizes the importance of leveraging first-party data across touchpoints to build a fully optimized customer journey. Aha is now exploring advanced personalization with interactive and immersive experiences, and loyalty programs to deepen engagement, aiming to become a leader in regional OTT entertainment.

Listen to this podcast!

Navigate through the chapters

00:00

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Introduction

03:01

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The Beginning of Aha and Instant Success

06:23

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Global Presence

08:45

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Revenue Breakdown and Pricing

12:30

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Events and Community

13:31

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Customer Acquisition and Content Strategy

15:54

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Customer Retention and CLTV

19:46

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Marketing Strategies and Subscription Model

25:57

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Personalization and Coupon Codes

30:34

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Focus Groups and Conversion Strategies

35:50

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Experimentation and Optimization

37:51

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Data Points and Analytics

41:51

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Churn Triggers and Prevention

45:36

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Loyalty and Rewards Programs

46:24

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Gamification and Other Future Plans

51:48

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Conclusion

About the speaker

Santhosh Kumar Reddy

Head of Retention and Business Strategy at Arha Media

Santhosh Kumar Reddy Thelukuntla is an experienced professional currently serving as Head of Retention and Business Strategy at Arha Media, the parent company of the Telugu streaming service Aha. His extensive professional journey demonstrates his strong expertise in marketing operations, forecasting, and customer retention strategies. Santhosh pursued his education at Deakin University, specializing in Information Technology with a focus on Professional Business Analysis and Data Analytics. His academic background also includes a Bachelor of Technology in Information Systems from BITS Pilani. Throughout his career, he has demonstrated proficiency in advanced analytics, specifically applying customer data to optimize retention rates, enhance user engagement, and drive monetization. In his role at Aha, Santhosh has been instrumental in designing customer-centric marketing campaigns, personalized content strategies, and targeted promotional initiatives aimed at improving subscriber loyalty and overall growth. Outside of his professional achievements, Santhosh actively contributes to volunteering efforts, reflecting a commitment to using his analytical and organizational skills to support educational and community-based initiatives.