Star World expects viewers to binge on new offering

24 Apr,2015

By A Correspondent


Star World is set to launch ‘ 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.


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 the show is the talk of the town for months to come. It will also be promoted in upscale shopping malls across metros and at major domestic airports. Star World is also going big on digital 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.


A STAR spokesperson commented: “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 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.


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