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

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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.

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