FremantleMedia, one of the country’s leading name in production of television content including mega hit reality shows like India’s Got Talent and Indian Idol, recently announced their second venture in the digital space. With the launch of India’s first every interactive web series called Confessions – Its Complicated, FremantleMedia added yet another feather to its cap of continuous innovations with show formats. The show launched on 4th of April, 2016.
For the show, the production firm has managed to make a whopping record of cracking four major brand alliances deal, which is unlikely for a web series so far. E-Commerce apparel giant, Myntra has been roped is as the presenting sponsor, both Gilette Venue as the powered by ,Tata Nano GenX and Saavn as associate sponsor. Not only have the brands come on board as sponsors and partners, but have also been seamlessly been integrated on the show through innovations and product placements. Largely a popular trend in movies, its a unique innovation both FremantleMedia and the brands have done on the digital platform.
Commenting on this, Ron Crasto – Sr V.P. Brand Licensing and Digital of FremantleMedia India, said “With Confessions out idea was to work in tandem with like manned brands who saw potential in our show. We were ecstatic with our presenting sponsor Myntra with Gilette as powered by and Tata Nano and Saavn willingly coming on board to associate with our show. Apart from an alliance our idea was to innovate the association through unique innovations which we believe hasn’t been expiated largely on a digital platform so far”.
Excited about associating with the Web-series ‘Confessions’, Myntra’s CMO & Head of International Brands, Gunjan Soni said,“ We see digital and storytelling as a powerful way to engage with Young people. ‘Confessions’ Web-Series celebrates independent young women and hence close to our beliefs. We hope the viewers will also enjoy the shopable styles the protagonists will be wearing!’’
Manish Aggarwal, VP, Marketing & Head of Monetisation, Myntra said, “A large part of our target audience are millennials and they spend considerable amount of time on social media. With FremantleMedia & Confessions we found an interesting way to reach out to our audiences and connect with them through India’s first interactive web series. The banter, the camaraderie and series of emotions are very relevant to our core target audience, it will be interesting to see how the 3 young girls experiment with Freedom and Fashion and the Choices they make to stay afloat in the maximum city.”
Commenting on the association and the initiative, Karthik Srivatsan, Country Marketing Manager, Gillette India said, “Gillette Venus is extremely proud to collaborate with Fremantle Media in launching Confessions – It’s Complicated, India’ first web series on Facebook. The partnership highlights the mutual belief shared by both ‘Confessions’ and Gillette – the belief to innovate and to serve evolving consumer needs. Confessions has come up with this modern-age content destination in line with evolving viewership patterns of new age digital media. Venus as a brand believes that women should not be limited by labels or boxed into stereotypes and the show’s concept is closely associated with these ideas. Further, with the help of the show, the brand intends to break stereotypes commonly associated with shaving”
Spokesperson of Tata Motors added, “With the #madeofgreat campaign Tata Motors has charted a new course in it’s brand building and transformation journey. The Company continues to roll-out compelling campaigns with an aim to bring its consumers closer to the brand. Taking forward the spirit of innovation, the passenger vehicle business has partnered with Confessions for product placement in a first-of-its-kind Webisodes, which has rolled out and customers will see the GenX Nano, Bolt and Safari Storme in the episodes to come. This is yet another pioneering initiative from Tata Motors to connect with its customers in cool manner.”
Adding thoughts about the association, Priya Rajesh, VP – Marketing of Saavn, said “We are excited to partner with Fremantle on this industry-first series to strengthen Saavn’s natural connection with millennial viewers and listeners. Through this groundbreaking format, we’ll be able to reach our core audience in a seamless and organic manner.”