bindass lines up aggressive marketing for their new show 'Dil Buffering'

Homegrown youth entertainment channel, bindass, is looking to repeat its success (of ‘Girl in the City’ and ‘The Trip’) with its new 10-part-series ‘Dil Buffering.’ Scheduled for September 1 at 7 pm, the channel has decided to be aggressive about its marketing with an outdoor campaign. 

Confident about the content, Abhishek Maheshwari, Vice President, Media Networks and Interactive at The Walt Disney Company India, says, “We will start it two weeks prior to the show. It will be 360-degree with digital being the main focus, followed by print. There will be cross marketing across our channels as well. Content is the main driver for marketing. We are looking at this more holistically. We are confident about the content and aggressive about the marketing.” Like previous shows, it targets female audiences and will be simulcast on YouTube, Facebook and bindass channel.

 

The channel has brought on board handset manufacturer MicroMax as the Presenting Sponsor, Tinder and Sofy as powered by partners and Ginger as the Style Partner. The channel would be creating ancillary content with the show’s characters to promote its brands on board which will rest on its social media pages. For Tinder, they will hold a specially curated contest mid-season.  

 

Maheshwari mentions that the plotline of ‘Dil Buffering’s’ is its USP. The scale will be similar to the previous shows. “We are making shows at a scale that works for our audience. Here, the focus is on storytelling. We are cognizant of the fact that they (audience) always have a choice as there is lot of content out there. Storytelling needs to be compelling.” 

 

He will eventually look at syndication for this show at a later point but that depends on several factors. 

 

Maheshwari promises a ‘good robust pipeline of content’ for Disney, Hungama, bindass, UTV Movies and UTV Action for the end of the year.