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We are a storytelling brand: Abhishek Maheshwari, Walt Disney

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We are a storytelling brand: Abhishek Maheshwari, Walt Disney

In its attempt to be the leading destination for the youth in the country, Walt Disney’s Bindass is consolidating its brand with new initiatives lined up from October 2017. The brand is undergoing a repackaging, which will be unveiled on September 29. The channel will now have 13 hours of music with hit request shows like ‘Sefliewala Show,’ ‘Tia’s Request Show’ and ‘Ishq Messenger.’ It’ll have an extended movie line up from Friday with three movie blocks at 1 p.m. (on the weekends) and fresh new shows spread across their different platforms. Their OTT platform is underway through their app post Diwali, featuring exclusive content in due course.


The brand is expecting to scale up their series significantly this year, starting with ‘Dil Buffering’ on September 29 with brands Micromax, Tinder, Sofy and Ginger by Lifestyle on board and ‘Tere Liye Bro’ in November. An aggressive marketing campaign for ‘Dil Buffering’ is lined up across print, digital, television and outdoor. 


Abhishek Maheshwari, Vice President, Media Networks and Interactive, The Walt Disney Company, said, “We needed a packaging that really encompasses our multiplatform vision. End of the day, we are a storytelling brand.”


He added, “We are going to market the brand and content through content activities.” The repackaged look will be promoted through the campaign of ‘Dil Buffering.’ 


About the app, Maheshwari explained, “The app is an enabler. The idea is to be able to interact with our consumers directly, for them to view all of our content in one place and create an engaging platform. We will use that as a medium to complement what we are doing on television and external platforms.” With the addition of this platform, Bindass will have complete presence across linear and digital platforms, providing the users with more opportunities to interact with the brand.


He insisted on prioritising on viewership irrespective of platform. “We are trying to optimise for our audiences who only care about the content. It either works for them or doesn’t. We are trying to follow that ethos. We want to be agnostic through platforms,” he said.


He mentioned that he is seeing a lot of interest from brands and sponsors who want to associate with their content.  


Last year with ‘Girl in the City,’ followed by ‘The Trip’ and ‘Girl In The City Chapter 2,’ Bindass led the wave of disruption with an omni-content, multi-platform strategy to win over millennials in a rapidly evolving digital space with outstanding success.


Viewership data


Facebook (million)

YouTube (million)

Girl In The City Chapter One



The Trip



Girl In The City Chapter Two




Digital numbers through the series is 175.6 million and the remaining 4.4 million is through branded content accounting to a total of 180 million digital numbers.


Channel: bindass
Cov in Million Cov in Million
Period Description TG All India All India Urban
2016 Bindass (AFP) TG: 4+ 22.9 16.0
2017 Bindass (AFP) TG: 2+ 34.4 22.8

Barc India: TG: 4+, 2+ India, India Urban, period 29th Apr'16 to 31st Dec'16 and 18th Feb'17 to 21st AUG'17 Cum Coverage in Million.

Tags bindass Abhishek Maheshwari Dil Buffering repackaging

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