Press Release

Star World Launches A Robust Marketing Campaign To Promote The New Weekend Innovation – Amazon.In Presents Star World Weekend Binge

22 April 2015

For the first time ever, the channel introduces a mascot – “Binge Baba” to engage and excite viewers

Mumbai, 22nd April: Star World, India’s leading English General Entertainment Channel, is all set to launch Amazon.in Presents Star World Weekend Binge from 25th April, a property which is designed to bring an all new TV viewing experience to viewers in India. 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.

The property mascot, Binge Baba is positioned as the epitome of an indulgent lifestyle. Star World has conceived Binge Baba 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 ensure that Amazon.in presents Star World Weekend Binge is the talk of the town 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 capitalize 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, Amazon.in 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 Star World is also rolling out an office contact program with focus on trade in Mumbai, Delhi and Bangalore by giving key offices and their employees a chance to binge on their favorite ice creams as they get ready to binge watch the biggest international shows on the channel starting this Saturday, 12 PM onwards.

Says a STAR Spokesperson “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 1200 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 SHIELD, among several others. The blitzkrieg marketing plan will make sure Amazon.in Presents Star World Weekend Binge will become the go-to destination for the best of English Entertainment, for every single weekend.

Watch the promo link: https://www.youtube.com/watch?v=fI5nBAjKEe0

Starting 25th April, Amazon.in Presents Star World Weekend Binge will air every Saturday and Sunday 12 PM onwards only on Star World and Star World HD.

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Media statement from Star India Private Limited and Novi Digital Entertainment Pvt Ltd

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