Report on Shemaroo

Rusk Media launches new YouTube channel ‘BINGE’ for regional focused content

It is specially targeting the audience in UP and Bihar

MUMBAI: The new age digital entertainment organization, Rusk Media, is all set to launch a new YouTube channel, titled ‘BINGE’, with an aim to create premium content for the regional markets. The link of the YouTube channel - This announcement comes after the strategic acquisition of infotainment platform, Digital Commentary, who will head content for this channel.

With an existing viewer base of over 30 million in the urban metros, Rusk media now gears up to provide quality content in regional languages with its new YouTube channel BINGE. Specifically targeted to tap viewers based in UP, Bihar and parts of Madhya Pradesh between the age group of 16-35 years, BINGE will produce fictional content in the form of short video stories and web series that will be distributed across its YouTube, Facebook, Instagram and other Social platforms. The content will have artists talking in the regional dialects and will cover topics that are localized and region specific.

Speaking on the launch of BINGE and the acquisition of Digital Commentary, Mayank Rusk Media CEO Mayank Yadav said, “With over 40 per cent of India’s smartphone users residing in the regional markets, the availability of premium entertainment content for those viewers on digital mediums has been skewed. To address this gap, we decided to launch BINGE that will focus on telling stories that are of interest to people in those regional markets, with popular dialects of Hindi language. Additionally, through advertiser integrated short form content on BINGE, we want to support the brands in reaching out to the regional audiences.”

“Founders of Digital Commentary, Aakash Kumar and  Kshitiz Sudhakar come with a vast experience of creating medium and long format web shows and TV series for OTT platforms. Having driven successful shows on TVF, Sonly LIV, MX Player and TSP, Aakash and Kshitiz bring an earthy touch to the content, making it more relatable and hence, more engaging. Therefore, we roped in Digital Commentary to spearhead content for BINGE,” he further added.

Talking about this venture Binge creative director Kshitiz Sudhakar said,” With easy access to internet and smart phones, people have been turning to social media and content platforms for their regular dose of entertainment - be it in the metropolitan cities or the other towns. While the urban population has a lot of options for entertainment content on social media, viewers in the regional markets lack access to quality premium content. With BINGE we intend to address this problem, by making it one of India’s only platform that curates and produces content specific for the regional markets.”

Latest Reads
Orra introduces ‘Desired’ with brand ambassador Disha Patani

NEW DELHI: Diamond jewellery brand Orra has added a new category to its brand portfolio, targeted at millennials, by introducing its Desired collection. The launch aims to further expand their contemporary jewellery line for the growing base of young women consumers. The new jewellery line is...

MAM Media and Advertising Ad Campaigns
Deepender Rana is new Kantar South Asia general manager

Kantar has appointed Deepender Rana as general manager for its Insights division (formerly Kantar IMRB, TNS and Millward Brown) in the South Asia region. Rana was leading Kantar's Insights business in greater China.  

MAM Marketing MAM
A BLUNT STORY launches sustainable sandals that call out the elephant in the room - petrochemicals

With this range, A Blunt StoryTM hopes to shed light on this reliance, one that can no longer be ignored and challenge the industry’s practices with its radical and pluralistic approach. The approach of a brand rooted in its geography, where the urgency is most felt. Where the effects can be seen,...

MAM Marketing MAM
Madison BMB bags marketing mandate for NxtGen

NxtGen Datacenter & Cloud Technologies has roped in Madison BMB to build awareness and saliency for their revolutionary new cloud offering that delivers unprecedented price-performance.

MAM Marketing MAM
Ratan Tata to exit Lenskart, makes a killing with 28X return on investment

NEW DELHI: It’s the basic rule of investing: buy and sell at the right price, at the right time. Mastery of this tenet is one of the reasons why Ratan Tata is among the most celebrated and venerated Indian businessmen. The billionaire is known for his angel investment in fledgling enterprises – and...

MAM Marketing Brands
Viewership, fan engagement & brand visibility: Understanding the power of Cricket Live on TV

New Delhi: With the mini-auction for the world’s richest sports league over, all eyes are now on the brands that will ride high on the Indian Premier League (IPL) especially as it gears up for its fourteenth season this April. Even more so, after its huge success last year, amid the challenges...

MAM Marketing MAM
Infectious Advertising elevates Chirag Raheja to head of copy

NEW DELHI: Infectious Advertising has elevated Chirag Raheja to head of copy with immediate effect. In his new role, Raheja – previously a CD – will be responsible for raising the craft across brands in the agency’s roster. He will also mentor young writers at the agency. “I am both humbled and...

MAM Media and Advertising People
Doceree appoints McCann’s Preetha Vasanji to lead new vertical

NEW DELHI: Physician-only programmatic marketing platform Doceree has forayed into enterprise-level network solution with Doceree Engage, appointing Preetha Vasanji as SVP to lead the vertical in India. Based in Mumbai, Vasanji brings over 20 years of experience from the healthcare and...

MAM Media and Advertising People
Quess Corp separates Chairman and MD roles, appoints new CFO

Quess Corp, India’s largest business services provider and a top-50 staffing provider globally, today announced the separation of its Chairman and MD roles. Suraj Moraje, currently Group CEO and Executive Director, will be elevated to Group CEO and Managing Director from April 1. Ajit Isaac,...

MAM Marketing Brands

Sign up for our Newsletter

subscribe for latest stories

* indicates required