‘Girl in the City’ will be first telecast on Facebook on April 28. Bindass has also partnered with eBay and Castrol Activ for the new web series
BestMediaInfo Bureau | Mumbai | March 30, 2016
Bindass, India’s leading homegrown youth entertainment brand, will shortly present a fun, free spirited and young show, titled, ‘Girl in the City’. The television channel’s first fiction web series will premiere on Facebook, before being telecast on other platforms.
Launching on April 28, ‘Girl in the City’ is a coming of age story of 21-year- old Meera from Dehradun, who comes to the bustling city of Mumbai to pursue her dream in the fashion industry. Following the Facebook launch, the13 episodes series of a duration of 15 minutes each, will be aired on the Bindass television channel. The series will subsequently be released digitally on YouTube, thus catering to both the digital and television audiences.
Through an engaging narrative, the series will portray a journey of self-discovery, emoting with young Indians today, who chart similar paths in pursuit of their dreams. 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 seamlessly be integrated into the script, to play a significant role in the story.
The protagonist, Meera, will be seen interning as 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 it strives to promote its 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,” said Nikhil Gandhi, VP and Head - Revenue, Media Networks, Disney India.
Speaking of 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 eight 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.”