Disney India launches 'Gajju Bhai' with Hyundai and Patanjali as sponsors

MUMBAI: After thrilling the tiny tots with the action adventure series Arjun, Disney India is all set to win more hearts with its latest action comedy original animation series, Gajju Bhai that premieres on Monday 18 April.  Co produced by Disney and Toonz Animation India,  Gajju Bhai is about the coming of age story of a legendary ‘jollywood’ superstar and his transformation from a reel life to a real life hero. Add to that a mix of fantasy as he finds himself transported to a fantastical kingdom and solving young prince Iravan’s problems.

Slated to air  on Mondays at 6 pm, with repeats throughout the day and the week, the show is targeting kids between the age of 6 to 10 years of both genders. Explaining the concept of the story, Disney India  Content and Communications, Media Networks - head and VP Vijay Subramaniam shares, “While Gajju Bhai knows he isn’t a hero in real life, after being sucked into prince Iravan’s fantastical kingdom, and finding out how the prince is a huge fan of his, he has to live up to his screen image, and by doing so he somehow manages to save the day in the end.”

While the show will showcase long and plot heavy arcs, the format of the program is mostly episodic with each 22 minute long episode telling a story in itself. So far the network has slotted 52 episodes  in the first season along with a full length 90 minute movie that the channel plans to air two months into the show. Apart from the high quality 2D animation, the show also boasts of a 90 second song sequence in each episode. On an average each episode has cost the channel between Rs 20 to 25 lacs.

When it comes to marketing, the channel has opted for conventional modes of communication and is hedging on its own network to create the initial buzz with music being the focus of the promotions. “We also plan to do an on ground activation around the middle of the show, to build the buzz up to the premiere of the full length feature. You can expect costumed characters and fun interactive activities surrounding the show’s characters then,” Subramaniam adds.

On sponsorships, Subramaniam reveals that while Disney India doesn't do title sponsors, there are a couple of lead sponsors on board the Gajju Bhai including  automobile brand Hyundai and FMCG brand Patanjali Juice. “The show will be driven by Hyundai and in association with Patanjali Juice. Each of our local animations has gotten a very welcome response from advertisers. Local animation has a lot of purchase among all our advertisers and Gajju Bhai isn't any exception,” revealed Subramaniam further.

The channel is strategically launching the show early into the summer, so that it airs during the full length of vacation season and builds a connection with the young audience. “Summer is the time when kids have more time to be in front of the TV. As a kids channel we plan to make the most of it and cater to the variety of demands the kids have. We understand that children do not want the same type of story to entertain them and therefore we have a different show every month for the,”

With an aim to launch a new original programming every month during summer, the channel has two more soon to be launched shows in its kitty in the upcoming months.

Latest Reads
Disney restructures business in the face of digital disruption

MUMBAI: Walt Disney Co, on Wednesday, announced a sweeping restructuring aimed at accelerating its global expansion during a period of upheaval for Hollywood.

Television TV Channels English Entertainment
Sony's 'Dus Ka Dum' gets app boost

MUMBAI: After a successful season of Kaun Banega Crorepati (KBC), Sony Pictures Network is reviving Dus Ka Dum, another big reality show with superstar Salman Khan. The show is coming back on air for its third season after 2009. Since its initial airing, the entertainment landscape has changed...

Television TV Channels GECs
ZEEL scraps 9X Media acquisition

Owing to non-completion of certain material conditions, Zee Entertainment Enterprises Ltd (ZEEL) has terminated its deal to acquire music broadcaster 9X Media.

Television TV Channels Music and Youth
Viewers celebrate their love for hollywood blockbusters on my Star Movies at 9

Home to the biggest blockbusters, Star Movies leads the way in engaging audiences by giving them an opportunity of a lifetime to showcase their love for Hollywood films! My Star Movies at 9, for the first time ever, presents fans with a special proposition. Not only will they get to watch their...

Television TV Channels English Entertainment
Discovery unravels the underwater warriors of Indian Navy, the submarine arm, with Breaking Point: The Indian Submariners

Discovery Channel, India’s leading destination for factual entertainment, is launching a special series on the Indian Submariners as a part of its extremely popular Breaking Point Franchise. This is the first time that any private broadcaster will showcase a TV series on the underwater warriors of...

Television TV Channels Factual & Documentary
&Privé HD to premiere the gripping thriller 'The Hunter' this sunday

&Privé HD, the newest destination for nuanced cinema, is all set to premiere the Australian thriller-drama The Hunter on 18th of March at 1:00 pm and 9:00 pm. Directed by Daniel Nettheim, the riveting movie stars Willem Dafoe, Sam Neill, and Frances O’Connor in pivotal roles.

Television TV Channels English Entertainment
BBC takes ‘fake news’ battle global

The BBC today sets out its ambition to be a global leader in the fight against fake news, which is creating a huge decline in global audiences’ trust in media.

Television TV Channels News Broadcasting
Turner International creates digital advertising unit to connect brands with fans

Turner International is for the first time providing advertisers with a single way to activate a full suite of global, regional and local campaigns that connect with fans across Turner’s digital properties spanning over 200 countries.

Television TV Channels Kids
Star India renews BWF media rights till 2021

MUMBAI: Star Sports has renewed its Badminton World Federation (BWF) media rights for a four-year cycle. The deal is from 2018 to 2021 as per BWF calendar.

Television TV Channels Sports

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories