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General News: Bindass to launch a new series on 1 September - Printable Version

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Bindass to launch a new series on 1 September - nairrk - 08-11-2017

MUMBAI: Upping its short-format content, Bindass is launching a new series titled ‘Dil Buffering’ on 1 September at 7 pm.

The new 10-part series will be simulcast across platforms such as television, YouTube and Facebook.

Like its past series, the 15-minute series is a come-of-age story of a 24-year-old girl who is looking to find true love. In the process, life throws certain subtle signs at her that hint that probably she has already met her soul mate but hasn’t realized it yet. In her quest to find true love, she revisits all her past relationships and thus begins the story of self-realisation and discovery.

Emphasising the youth engagement, the channel is planning aggressive marketing and promotions with an outdoor campaign and live engagement. Bindass will also be creating a separate page on Facebook to create conversations around characters and engage audiences with characters.

The Walt Disney Company India media networks and interactive VP Abhishek Maheshwari stated that they would focus mainly on digital and live youth engagement. “With Tinder on board as partner for the show, we are planning on hosting contest for viewers where a winner can go on a date at Café Coffee Day and many other such contests. We will have a 360-degree marketing across verticals, including print,” he added.

The production scale of the new series is said to be similar to its previous shows. The channel has brought on board handset manufacturer Micromax as the presenting sponsor, Tinder and Sofy as ‘powered-by’ partners and Ginger as the style partner.

The channel will also consider syndicating the show in the future, but that decision will depend on several other factors.

Youth entertainment channel Bindass has witnessed a rise in the number of sponsors from across categories. Apart from existing sponsors such as Castrol, eBay, Myntra, and Ford, some new brands have come aboard such as Lakme, Tinder, Sofy, Ginger and Micromax.

This spike can be due to the fact that the channel provides media exposure not only through television but across digital and social platforms such as YouTube and Facebook.

Said Maheshwari, “We are getting a broad range of sponsors through the web series that we have launched. Sponsors have been an enabler for us to produce the content and help to put out their message across, but we are operating in a space where content is first. So, we are trying to create a story which youth will like to view and engage with. As the story progresses, we approach the brands accordingly, so we don’t want force-pitch stuff as that will affect the story. It is really a challenge to have seamless integration and to find right brands that will complement the story.”

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