iWorld
Report on Shemaroo

Worldwide Media gets going with Grazia Intern Diaries

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2018/05/30/diaries.jpg?itok=iHcBEyjq

MUMBAI: For sometime now, publisher Worldwide Media has been churning out video content which has been making its way on television or on the web. Among the shows it has executed figure: The Good Homes show (in association with channel TLC and Hafele), Famously Filmfare  (Colors Infinity),  Nexa Journeys on AH1 (Discovery) and Secret Ingredients (for Michelin Tyres).

And the latest to come out of its content studio (headed by Vidyut Patra) is the scripted reality web series Intern Diaries – an eight part show.  As the title suggests, it is all about the experiences of two young girls as they intern – where else but at Worldwide Media fashion title Grazia.  The first two episodes were released digitally on 15 May and with two being released every week, since then.  The last of the two episodes are slated to go out next week.

“Given the current consumption pattern on digital, video content draws the maximum eyeballs and hence when it came to expanding Grazia’s audience base on digital, we thought of creating an original web series that would resonate its brand tonality - being young, easy chic, uber-cool and high street. Grazia , being a fashion and beauty brand catering to a younger audience and having interns working with the team round the year, the idea of Intern Diaries was formed,” Worldwide Media (Grazia’s parent) business strategy and special projects head Sunil Wuthoo explains, giving the backdrop to the series.

To Worldwide Media’s advantage,  Lever brand Ponds BB+ latched on to the idea and agreed to associate with it. The reason: a similar target group of young female audience mainly into the world of fashion and glamour.

The show features two girls - Tara and Anika, who are interning at Grazia and are aspiring to make a mark in the world of high fashion, style and Bollywood. And according to the Grazia website, the interns are seen working their way through tasks, completing them to the magazine’s standard. The web series  takes “the audience through a journey of real situations, fashion emergencies and challenges from a millennial’s point-of-view and is relatable.”

Because it was shot in the Grazia offices, it features its editor Meharnaz Dhondy and members of the magazine’s  brand team. To add to the glam quotient, fashion  icons such as Manish Malhotra,   Anita Dongre, Masaba Gupta, Sonakshi Sinha  and Payal Singhal were roped in to interact with the Anika and Tara in scripted situations.

Says Wuthoo: “We have shown them going through the daily grind like planning magazine covers or some or the other challenges like visiting a designer store to source clothes for a model shoot. And that’s where they get to interact with the star or the designers.”

Line production was assigned to Bodhi Tree Multimedia. “The team was kept small to about 10-12 members so as not to disrupt the actual day-to-day functioning of the magazine and most of the shoot was done in all real locations across Mumbai,” reveals Bodhi Tree Multimedia co-founder Mautik Tolia.

Promotion was in three phases - pre-teaser, teaser and promo. While the teaser phase was used to boost the excitement, pre-teaser phase saw celebrities talking about their own internship experience. Those videos were posted on Grazia’s social media pages as well as on the featured celebrities’ social media pages.

This was further followed by the launch of the microsite that acted as a hub for this show, which not only hosted the episodes, but also a lot of ancillary content around the show including details about the characters and their fictional lives.

“We also sustained the interest of the viewers by connecting them with the characters through Facebook live sessions and publishing key moments from the show on various platforms. All of this is also being cross promoted across various social assets belonging to brands like Filmfare, Femina, TopGear, Hello! India, which further helped reach out to a young demographic,” says Wuthoo.

At the time of writing, Intern Diaries had manage to generate close to 10 million impressions, 2.5 million views, with a reach of 8 million.

Also Read:

Swiggy, AIB target India’s love for food and movies

TVF’s ImMature first Indian show to reach Canneseries

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/22/photogrid_plus_1619090420994.jpg?itok=uxUakj3Y
Chingari focuses on Marathi market with Kadak Entertainment team-up

MUMBAI: Popular video-sharing app Chingari has entered into an agreement with Kadak Entertainment in a bid to affirm its presence in the Marathi regional market.  Started by two women entrepreneurs Shruti Akshay Munot and Mayoorii Swwapnil Munot, Kadak Entertainment has created three marquee...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/22/photogrid_plus_1619087965974_0.jpg?itok=jGDN76iY
Flick registers 42 mn+ views, 100 mn+ impression across social media

KOLKATA: The Zoom Studios’ short-format content brand Flick has registered 42 million+ views and 100 million+ impression across The Zoom Studios YouTube channel, Facebook and Instagram. With powerful 40 individual stories, Flick has produced an exclusive suit of short format videos that captures a...

iWorld Social Media
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/22/photogrid_plus_1619087456029.jpg?itok=2RoxeEqQ
Short video platforms rise with Bharat positioning

KOLKATA: The star of user-generated content was on the rise in India due to TikTok, only to be abruptly curtailed when the government banned the Chinese-origin app. Now, nearly a year after TikTok’s exit, a number of homegrown short form video platforms have emerged to plug the gap. It seems that...

iWorld Video On Demand
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/22/maya.jpg?itok=BvZo8ZVE
Twitter APAC VP Maya Hari lands global role

NEW DELHI: Twitter Asia Pacific vice president & MD Maya Hari has been assigned a new global role as VP of global strategy and operations. She will continue to be based in Singapore, and will lead a global team.

iWorld Social Media
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/22/disney.jpg?itok=fiYSTr9H
Disney inks massive deal with Sony to stream ‘Spiderman’ & other films

NEW DELHI: After months of see-sawing and multiple rounds of negotiations, Disney has signed a deal with Sony Pictures that will allow Disney+ to stream Spiderman and other Marvel properties in the United States after they play on Netflix. Disney revealed that it will also add a significant number...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/22/fb_0.jpg?itok=JBsIhs_L
Delhi HC dismisses WhatsApp, Facebook pleas against CCI order

New Delhi: The Delhi high court on Thursday dismissed the plea filed by Facebook and WhatsApp challenging the Competition Commission of India (CCI) order directing a probe into its controversial new privacy policy. The court said it found no merits in the petition and refused to quash the CCI probe.

iWorld Social Media
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/21/reed-hastings.jpg?itok=DYqSzMgR
India is a ‘speculative’ investment: Netflix’s Reed Hastings

It is not easy to win over Indian consumers given the diversity of the market – be it in terms of language, income or preferences. Since its foray into India, streaming giant Netflix has taken several measures from the dual point of view of content and pricing.

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/21/img_21042021_133856_800_x_800_pixel.jpg?itok=2osryZqd
Lionsgate Play marches into Indonesia market

KOLKATA: Global streaming platform Starz has launched its direct to consumer OTT app Lionsgate Play in Indonesia, expanding its presence in Asia following a successful launch in India.  With this, Lionsgate Play’s deep library of Hollywood blockbusters, film franchises and first-to-Indonesia...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/21/photogrid_plus_1618991448236.jpg?itok=QWYjgF-w
BookMyShow restructures senior leadership to bolster India operations

KOLKATA: Ticketing platform BookMyShow has rejigged its senior leadership, as the company strengthens its India management team across key business verticals. As part of the new structure, Anil Makhija will be in charge of scaling live entertainment operations as COO - live entertainment &...

iWorld e-commerce

Sign up for our Newsletter

subscribe for latest stories

* indicates required