As far as I'm aware in order to format a date value you have to handle it in parameterMap,
$('#listDiv').kendoGrid({
            dataSource: {
                type: 'json',
                serverPaging: true,
                pageSize: 10,
                transport: {
                    read: {
                        url: '@Url.Action("_ListMy", "Placement")',
                        data: refreshGridParams,
                        type: 'POST'
                    },
                    parameterMap: function (options, operation) {
                        if (operation != "read") {
                            var d = new Date(options.StartDate);
                            options.StartDate = kendo.toString(new Date(d), "dd/MM/yyyy");
                            return options;
                        }
                        else { return options; }
                    }
                },
                schema: {
                    model: {
                        id: 'Id',
                        fields: {
                            Id: { type: 'number' },
                            StartDate: { type: 'date', format: 'dd/MM/yyyy' },
                            Area: { type: 'string' },
                            Length: { type: 'string' },
                            Display: { type: 'string' },
                            Status: { type: 'string' },
                            Edit: { type: 'string' }
                        }
                    },
                    data: "Data",
                    total: "Count"
                }
            },
            scrollable: false,
            columns:
                [
                    {
                        field: 'StartDate',
                        title: 'Start Date',
                        format: '{0:dd/MM/yyyy}',
                        width: 100
                    },
If you follow the above example and just renames objects like 'StartDate' then it should work (ignore 'data: refreshGridParams,')
For further details check out below link or just search for kendo grid parameterMap ans see what others have done.
http://docs.kendoui.com/api/framework/datasource#configuration-transport.parameterMap