FremantleMedia India announced the launch of Confessions - It's Complicated, its first web series, last week. The series, which premiered on Facebook on April 4, 2016, will have three new episodes per week, every Monday, Wednesday and Friday. There will be a special "Confessions" episode every Saturday. The show was exclusively available on Facebook for the first four hours of each episode, and then was also made available on YouTube.
What makes this digital entertainment format unique is its association with Facebook India. It will include, as part of the show, the use of Facebook Live, which enables people to share their experiences and perspectives in real time.
FremantleMedia India will showcase another innovation with its maiden web series. The three leading characters of the show will continue to tell their stories even outside the series and will be accessible across key social media platforms. The characters will interact with the audience and share with them their Mumbai journey. The audience will have the opportunity to be friends with them online, interact with them, and possibly even meet the characters.
Vidyuth Bhandary, business head at FremantleMedia India, in a press release, says, "We at FremantleMedia, strive to develop new formats and explore innovative ways to integrate non-traditional platforms. Confessions - It's Complicated is a unique web series that integrates social media to offer a novel digital programme for audiences that are looking for socially relevant, contemporary and fun entertainment."
Ron Crasto, FremantleMedia India's senior vice-president -- branded entertainment and digital partnership, says in a press release, "We are thrilled to have brought Facebook and Myntra together with our creatives at FremantleMedia India to bring this project to life. We want to be at the forefront of digital content production and story-telling. This innovative series will delight audiences and deliver great results for all stakeholders."
Excited about the launch of Confessions - It's Complicated, Myntra's chief marketing officer and head of international brands Gunjan Soni, says in a press release, "We see digital and story-telling as a powerful way to engage with young people. Confessions - It's Complicated celebrates independent young women, and hence, is close to our beliefs. We hope viewers will enjoy the 'shopable' styles the protagonists will wear!"
Manish Aggarwal, vice-president, marketing, and head of monetisation, Myntra, says in a press release, "A large part of our target audience are millennials and they spend considerable amount of time on social media. We found an interesting way to reach out to our audiences and connect with them through India's first interactive web series Confessions - It's Complicated. The banter, the camaraderie and the series of emotions are very relevant to our core target audience, and it will be interesting to see how the three young girls experiment with freedom and fashion and the choices they make to stay afloat in the maximum city."