For the first time ever, the channel introduces a mascot “Binge Baba” to engage and excite viewers. Star World, India’s leading English General Entertainment Channel, is all set to launch Amazon.in which presents Star World Weekend Binge from 25th April, a property which is designed to bring an all new TV viewing experience to viewers in India. To take this innovation to the next level, Star World has created a robust integrated marketing campaign with the channel’s first-ever mascot – Binge Baba, to add fun and excitement to the campaign. With the support of various engagement activities for this flagship property, multi-dimensional efforts have been initiated across cities like Mumbai, Delhi and Bangalore to ensure that Amazon.in presents

Star World Weekend Binge is the talk of the town for months to come. Apart from leveraging the network strength to drive visibility for this innovation, the channel is doing a massive 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 use branding opportunities to build visibility. To reach the premium urban community of India, Amazon.in presents Star World Weekend Binge 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 a massive outdoor 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 most popular series at one go, thereby showcasing more than 1200 hours of award –winning shows from the biggest studios, and premiering more than 30 shows across 52 weekends for its viewers. It includes popular shows like How to Get Away with Murder, Homeland, 2 Broke Girls, Modern Family, Two and a Half Men and Agents of Sheild, among several others.

- Jigna Shah