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Bindass to launch first digital fiction on Facebook

MUMBAI: Disney India’s youth entertainment brand Bindass is launching its first fiction web series ‘Girl in the City’ on 28 April.

The series, which will feature 13 episodes of 15 minutes each, will premiere on Facebook, followed by a TV airing, finally culminating in a wider digital release on YouTube.

‘Girl in the City’ is a coming-of-age story of 21-year-old Meera from Dehradhun, who comes to the bustling city of Mumbai to pursue her dream in the fashion industry. Through an engaging narrative, the series will portray a journey of self-discovery that many youngsters in pursuit of their dreams can relate to.

Bindass has roped in Facebook, eBay India, and Castrol Activ as brand partners for the new offering. With Facebook coming on board as the media partner for the first airing, eBay and Castrol Activ will be integrated into the script to play a significant role in the story.

The protagonist Meera will be seen interning at a seller on eBay to help the team come up with a new fashion range. Castrol Activ, which comes on board as the presenting partner, will also find a fit in the screenplay as they look to promote their Scooter Oil, which is primarily efficient for in-city travel among women audiences.

“Bindass has always evolved with the youth by trying to cater to their aspirations and being their friend. The dynamic nature of their entertainment needs and consumption patterns pushed us to think of a concept that has the potential to not only entertain the digital audiences, but will also reach out to the television viewers,” says Disney India VP and head of revenue, media networks Nikhil Gandhi.

Speaking about the brand partnerships, he said, “We are thrilled to partner with three of the biggest brands, namely Facebook, eBay and Castrol Activ, to present this series. eBay and Castrol Activ will have a significant presence in the show, beyond just product placement. Facebook has more than 126 million users in India, a substantial chunk of which fall within our core target group. Bindass already has more than 8 million Facebook fans engaging with the brand on a regular basis, because of which we took a conscious decision to launch our first web series on the social networking platform.”