FremantleMedia partners Facebook, Myntra to launch first ever web series

FremantleMedia India has earned a reputation for producing some of the best reality shows on Indian television, including ‘India’s Got Talent’ and ‘Indian Idol’. They are now ready with their first web series to premiere first exclusively on Facebook.

FremantleMedia India has conceptualised and produced an innovative web series titled ‘Confessions – It’s Complicated’. What makes this digital entertainment format unique is its association with Facebook India. It would include the use of Facebook Live, which enables people to share their experiences and perspectives in real time, as part of the show. The series will premiere on Facebook on April 4, 2016.

‘Confessions – It’s Complicated’ follows the story of Sameera Saxena, Raka Ghosh, Nupur Murthy – three twenty-something spirited girls from different parts of the country, who find themselves under one roof and one office in the city of dreams, Mumbai. Like any newbie in the city, they face struggles: some professional, some personal, some intentional, some unintentional, some created by others, some created by the girls themselves. But through all of these, they learn the art of survival, thrive on these ups and downs confronting their fears, chasing their dreams while holding on to their true, unique selves. Tears, joys, first loves, first jobs, first failures - picking themselves up with a smile after every fall, emerging as today’s strong and independent women. A mix of drama, love, romance and wit; the audience will feel its authenticity and realism. An upbeat soundtrack is being composed by musician Leslie Lewis, which will further enhance the contemporary feel of the programme. The title track has been sung by Anushka Manchanda.

FremantleMedia India will showcase another innovation with their maiden web series. The three leading characters will continue to tell their story outside of the series and be accessible across key social media platforms. They will be interacting with the audience and further sharing their journey in Mumbai. The audience will have the opportunity to become friends with them online, interact with them and possibly even meet the characters.

Vidyuth Bhandary, Business Head, FremantleMedia India, commented, “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, added here, “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 storytelling. This innovative series will delight audiences and deliver great results for all stakeholders.”

On the association with the web-series, 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, added here, “A large part of our target audience is millennials and they spend considerable amount of time on social media. With FremantleMedia and ‘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 three young girls experiment with Freedom and Fashion and the Choices they make to stay afloat in maximum city.”

‘Confessions – It’s Complicated’ will premiere on Facebook on April 4, 2016, and will have three new episodes per week every Monday, Wednesday and Friday. There will be a special ‘Confessions’ episode every Saturday. The show will be exclusively available on Facebook for the first four hours of each episode and subsequently will also be available on YouTube.