Quanton Media

Photo: Chhath Poster

Chhath is a culturally rooted, family-driven Bhojpuri feature film that premiered on 24th October 2025 on Waves OTT. Directed by National Award winning filmmaker Nitin Neera Chandra and produced by iconic actress Neetu Chandra Srivastava, the film stands as a powerful tribute to Bihar’s cultural heritage.

Shot entirely in Bihar, Chhath stars Shashie Verma (Govind), Deepak Singh (Mohit), and Meghana Panchal (Nilanjana) in pivotal roles. Set against the sacred backdrop of Chhath Puja, the narrative unfolds within a traditional Kayastha family gathered to celebrate the festival. Beneath the rituals and festivities, simmering tensions surface when Mohit, who returns from the United States after many years, discovers that an illegal hospital has been constructed on his ancestral land. The situation escalates when he learns that the rental income has been collected by his uncle Govind without his knowledge turning a festive reunion into an intense moral and familial conflict.

Chhath is further elevated by a powerful and soulful soundtrack, featuring iconic Chhath anthems by some of India’s most revered voices Late Sharda Sinha with the timeless classic Kelwa ke Paat Par, Kailash Kher lending his spiritual depth to Hey Dinanath, and Sunidhi Chauhan bringing contemporary grace to song Chhathi Maiya making the film’s music both culturally authentic and emotionally resonant.

Photo: Chhath Trending at #1 On Waves OTT

Upon its release, Chhath quickly surged to the #1 trending position on Waves OTT, where it remained a top chart-leader for several consecutive weeks. The film’s impact extended beyond digital success when it earned a nomination at the International Film Festival of India (IFFI), Goa, becoming one of the very first Bhojpuri films to be screened under the Indian Panorama at the 56th IFFI, a landmark achievement for regional cinema from Bihar.

Photo: Team Quanton Media with National Award Winning Director Nitin Neera Chandra at Chhath Premiere

The success of Chhath was not incidental, it was the result of strategic planning, creative positioning, and precision execution, driven by Quanton Media. From pre-release visibility to sustained post-launch momentum, Quanton Media provided end-to-end strategic consultancy, ensuring that Chhath was positioned not just as a film release, but as a cultural movement that resonated deeply with its core audience.

Photo: Team Quanton Media with Hollywood & Bollywood Actress & Producer Neetu Chandra Srivastava at Chhath Premiere

Quanton Media is an IT Services, Consulting, and Business Solutions firm based in Patna, Bihar, revolutionizing industries since 2020. Known for tailored digital strategies, transformative technology solutions, and insight-driven consultancy, the firm empowers brands across diverse sectors to scale impact,

visibility, and relevance. With Chhath, Quanton Media once again demonstrated its ability to blend culture with strategy, delivering results that go beyond numbers creating legacy, recall, and long-term brand value.

Photo: Campaign Performance Overview

For Chhath, Quanton Media was entrusted not merely as a promotional partner, but as a strategic growth consultant responsible for shaping the film’s digital journey from launch to long-term visibility. Our approach was rooted in one core belief: A culturally rich story deserves a culturally intelligent strategy.

 1. Strategic Positioning & Narrative Framing

Rather than marketing Chhath as just another regional release, we positioned it as a cultural milestone, a film that celebrates Bihar’s heritage while addressing contemporary family conflicts. This ensured emotional resonance with both regional and diaspora audiences.

Photo: Chhath Front-Page Coverage in Hindustan (Right) and Prabhat Khabhar (Left)

2. Platform-Specific Launch Strategy

Understanding Waves OTT’s audience behavior was key. We designed a platform-first release strategy that:

• Maximized early traction

• Triggered algorithmic visibility

• Sustained viewership beyond opening-week hype

This helped Chhath organically rise to the #1 trending position and maintain its chart leadership for weeks.

Photo: Chhath Trending at #1 (Live)

3. Content & Creative Amplification

We curated and deployed high-impact creatives and narratives that aligned with:

• The ethos of Chhath Puja

• Family-driven storytelling

• Bihar’s cultural identity

Each creative asset was designed to build recall, not noise.

4. Momentum Building Beyond Release

Success doesn’t end on release day. Our post-launch strategy focused on:

• Sustaining conversations

• Reinforcing credibility through festival recognition

• Converting audience interest into long-term visibility

This consistent momentum played a crucial role in Chhath’s selection at the Indian Panorama, IFFI Goa, extending the film’s relevance far beyond OTT charts

Photo: Special Screening at IFFI Goa

• #1 Trending on Waves OTT

• One of the longest-running chart leaders on the platform

• Indian Panorama selection at the 56th International Film Festival of India (IFFI), Goa

• Elevated perception of Bhojpuri cinema on a national platform

• Strengthened cultural representation of Bihar through digital storytelling

Chhath became more than a successful release, it became a case study in how strategy, culture, and execution converge to create lasting impact.

The success of Chhath demonstrates Quanton Media’s ability to:

• Understand regional sensibilities

• Design scalable digital strategies

• Deliver measurable and meaningful outcomes

Whether it’s a film, a brand, or a business, growth happens when strategy respects the story.

Every powerful brand has a story. Every successful launch has a strategy behind it.

If you’re looking to:

• Launch with impact

• Build sustained visibility

• Create cultural and commercial relevance

Quanton Media is your strategic partner.

👉 Let’s create the next success story together.

📩 Get in touch with us to start your journey beyond the ordinary.

Learn More About Us