The series currently features English subtitles and will soon be available in Hindi and other languages
BestMediaInfo Bureau | Mumbai | February 23, 2017
Online entertainment platform Arré has launched ‘The Adventures of Abbaas Mastan,’ a new bite-sized series on Facebook. This is the first time the platform has launched its series on Facebook.
The series is presented in the universal language of gibberish where the entire cast of characters speak absolute nonsense while still making perfect sense. Led by subtitles, the series is a language-agnostic show that can adapt itself to any expression without getting lost in translation. The series currently features English subtitles and will soon be available in Hindi and other languages.
B Saikumar, Founder, Arré, said, “We’re very pleased to partner with Facebook to launch this series first on the platform. The original idea behind the show was to do a humorous takedown of two of the world’s most pressing issues - terrorism and obsession with internet fame. With ‘The Adventures of Abbaas Mastan,’ we’ve tried a whole new format based on gibberish-speak. The series captures the attempt of these blundering, well-meaning film buffs, who attempt to make a viral video in captivity.”
“When people come across posts and videos on Facebook that strongly resonate with them, they further share it with their friends. Good topical humour definitely strikes a chord with most and is a great conversation starter. We are excited to see how the Arré community on Facebook has built itself so strongly as a premium content destination with refreshing humorous content of a social nature. We wish them the very best for this series,” said Biswamitra, Strategic Partnership Development, Entertainment, Facebook India.
Elaborating on the new format, Ajay Chacko, Co-Founder and CEO, Arré, said, “The format is not short. It’s about six-seven minutes and Facebook is now a very good place for video content. We have taken issues that are weighty and are trying to make a fun spin around it.”
Facebook is experimenting with video in a big way and Arré works with Facebook on other formats too. Arré’s target audience remains 18-30 years.
Arré’s content is currently available on Sony Liv, YuppTV, Ola Play and other platforms. When asked if presence on multi-platforms helps Arre, Chacko said, “Ours is not a walled garden platform. We have a very multi-platform approach in terms of our distribution and our content needs to be built. We’re slightly platform agnostic that way.”
According to Chacko, Arré is not in a hurry to get into advertising as the Indian market is not ready for it. Brand integrations work well with them and with the Indian consumer too.