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Star World pulls out all stops to promote ‘Weekend Binge’

For the first time ever, the channel has introduced a mascot, ‘Binge Baba’, to engage and excite viewers with the message, ‘indulgence is good’

BestMediaInfo Bureau | Delhi | April 24, 2015


Come April 25, 2015 Star World viewers will get to indulge in binge viewing of their favourite series on weekends. The English GEC is all set to launch its new property, Presents Star World Weekend Binge. To take this innovation to the next level, Star World has created a robust integrated marketing campaign with the channel’s first-ever mascot – Binge Baba, to add fun and excitement to the campaign.

Binge Baba is positioned as the epitome of an indulgent lifestyle. The mascot has been conceived to drive home the maxim of the property – it is for those who can’t have enough and want more, in this case, the complete story of a show at one go. As the brand’s voice every weekend, Binge Baba is spreading the message, ‘indulgence is good’. The channel is leading all marketing efforts for the property through Binge Baba.

With the support of various engagement activities for this flagship property, multi-dimensional efforts have been initiated across cities like Mumbai, Delhi and Bangalore to create buzz around the Weekend Binge for months to come. Apart from leveraging the network strength to drive visibility for this innovation, the channel is doing a massive cinema campaign across 120+ screens in its core markets to capitalise on the buzz around ‘Avengers: Age of Ultron’. Star World will not only run promos during the screening of the movie, but will also use branding opportunities to build visibility.

To reach the premium urban community of India, Presents Star World Weekend Binge will also be promoted in upscale shopping malls across metros and at major domestic airports. In addition to this, to gain further visibility in Bangalore, the channel is also launching a massive outdoor campaign. Star World is also taking the digital world by storm through a powerful reach campaign that is being rolled out to target core consumers.

To mark the launch of this innovative property, the channel is also rolling out an office contact programme with focus on trade in Mumbai, Delhi and Bangalore by giving key offices and their employees a chance to binge on their favourite ice creams as they get ready to binge watch the biggest international shows on the channel starting this Saturday, April 25, 12 pm onwards.

A Star spokesperson said, “Star World Weekend Binge will mark a new beginning and set a new trend for consuming content in India and to support this innovative initiative, we have ensured that no stones are left unturned with the marketing of this property. Our objective was to create a differentiated marketing campaign, and developing a mascot like Binge Baba is a step in that direction. The character has already gained popularity amongst our core target audiences on digital and we are very excited with the positive response and sentiments that are being built for this weekend innovation of ours.”

Keeping in mind the growing need for uninterrupted entertainment, Star World Weekend Binge will give viewers a chance to watch all seasons of television’s most popular series at one go, thereby showcasing more than 1,200 hours of award-winning shows from the biggest studios, and premiering more than 30 shows across 52 weekends for its viewers. The Binge line-up includes popular shows like ‘How to Get Away with Murder’, ‘Homeland’, ‘2 Broke Girls’, ‘Modern Family’, ‘Two and a Half Men’ and ‘Agents of S.H.I.E.L.D.’, among several others.

Weekend Binge promo:


Binge_Memes-1 Binge_Memes-2

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