The show promises seamless brand integrations with all the sponsors, particularly the presenting sponsor, Myntra
BestMediaInfo Bureau | Mumbai | March 31, 2016
FremantleMedia has announced its first fiction series for the digital platform, in partnership with online shopping brand, Myntra. The web series will premiere on Facebook. Titled ‘Confessions-It’s Complicated’, the 40-episode web series is expected to have a seamless brand integration with its sponsors, including Myntra, Venus Gillette, Saavn, Missmalini.com and Nano GenX.
The series will be launched on April 4 and will show four episodes in a week, on Mondays, Wednesdays, Fridays and Saturdays. The Saturday episode, will actually be a confession from each of the three leading ladies in the show about what they did all week. At the same time, the characters will interact live with the audience, on Facebook chat.
The company, which seems to be betting heavily on the web series, will soon roll out details of an extensive marketing plan. There are also possibilities of multiple seasons of the show, depending on the audience response.The show, which has been produced at a cost that is competitive with television series productions, is clearly targeted at a young audience.
Vidyuth Bhandary, Business Head at Fremantle Media India, said, “There might be many similar stories running on various platforms, but what matters is the combination of content and quality of production. I am confident that the show will achieve the eyeballs for whom we have tailor-made the content. Today’s youth wants to watch interesting stuff, but, on their time and convenience.”
He concurred with the view that unlike television, which guaranteed appointment viewing, the digital medium catered for a choosy audience. “This is a first interactive series, as we are announcing it. The further episodes may be tweaked a bit, on the basis of audience reactions that the actors get on Saturday, but the storyline will not be changed, nor will the episodes be re-shot completely,” clarified Bhandari.After four hours of being premiered on Facebook, each episode will be made available on Youtube and theMyntra App.
Manish Aggarwal, VP, Marketing and Head of Monetisation, Myntra said, “We will also send push notifications about the show and its developments to more than 15 million people who have the Myntra app on their smartphones. For us, web-series makes all the sense as our TG is online, all the time. Moreover, through ‘Confessions’, it will be interesting to see how the three young girls experiment with freedom and fashion and the choices they make to stay afloat in the maximum city.”
Aggarwal said the e-commerce company considered the web series an interesting way of reaching out to its audiences and connecting with them. The storyline, built around three girls, makes a great deal of sense for the e-commerce brand, since more than 60 per cent of its online sales are products for women.
Bhandary pointed out that producing for television and for the digital medium were a different ball game altogether. The digital series, he said, were produced more like films. “We first got an idea, then approached the sponsors and scripted the show later. This is how we can ensure seamless integrations, which become a part of the storyline.”
The series has an upbeat soundtrack, being composed by well-known musician Leslie Lewis, which should enhance the contemporary feel of the show. The title track has been sung by AnushkaManchanda. This track will initially only be available on Saavn.
The three girls, who play the lead roles in the story, will be interacting with the audiences through Facebook, in their character roles. The production house has decided not to reveal their original identities till the show is over.
Ron Crasto, FremantleMedia India’s Senior Vice President, Branded Entertainment and Digital Partnership, said, “We are thrilled to have brought Facebook and Myntra together with our creatives at FremantleMedia India to bring this project to life. We want to be at the forefront of digital content production and storytelling. This innovative series will delight audiences and deliver great results for all stakeholders.”
Myntra’s CMO and Head of International Brands, GunjanSoni,said, “We see digital and storytelling as a powerful way to engage with young people. ‘Confessions’ web series celebrates independent young women and hence is close to our beliefs. We hope the viewers will also enjoy the shoppable styles the protagonists will be wearing!’'
The Story line
‘Confessions – It’s Complicated’ is the story of SameeraSaxena, Raka Ghosh andNupur Murthy, who are in their twenties, straight out of college and raring to fly out of their nests. The three spirited, vivacious girls from different parts of the country, find themselves under one roof and one office in the city of dreams - Mumbai. Like any newcomer in the city, they struggle, in the professional and personal space.
They are often up against odds because of what they do knowingly or unknowingly. Some of their troubles stem from their own actions, some are created by others and through it all, they learn the art of survival.
They seem to thrive on these ups and downs. As they confront their fears and chase their dreams, they still manage to hold on to their true, unique selves. It is a story of tears, joys, first loves, first jobs, first failures - and picking themselves up with a smile after every fall, to emerge as strong and independent women.