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Star World unleashes marketing blitzkrieg for ‘Weekend Binge’

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MUMBAI: Star World is all set to launch its new Weekend Binge slot from 25 April.

Weekend Binge is a property, which is designed to bring a new TV viewing experience to Indian viewers. To take this innovation to the next level, Star World has created an integrated marketing campaign with the channel’s first-ever mascot – Binge Baba, to add fun and excitement to the campaign.

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 shows 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 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, Binge Baba will spread the message of ‘indulgence is good’ every weekend. 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. Apart from leveraging the network strength to drive visibility for this innovation, the channel is also undertaking a 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 be using branding opportunities to build visibility.

The new initiative 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 an outdoor campaign. Star World will also be taking the digital route with 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 25 April from 12 pm.

A Star spokesperson said, “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.”

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