By ANURADHA RAMAMIRTHAM
Indiantelevision.com Team

(4 February 2010 10:05 pm)

MUMBAI: After strengthening its content by launching differentiated reality shows, youth entertainment channel UTV Bindass will roll out its first brand campaign 'What I Am' across India later this month.

The channel is investing approximately Rs 30 million in the initiative that will run for a year.

"After building content for the channel with shows like Emotional Atyachaar, Big Switch and Dadagiri, it's time for the channel to launch a focused campaign to reinstate our endeavour," says UTV Bindass channel head Heather Gupta.

UTV Bindass has roped in Motivator as its media agency and Taproot has conceptualized the campaign. Throwing light on the career-oriented and focused youth through the campaign, it reiterates today's young minds as someone who "wear their attitude on their sleeves and are equally responsible towards the nation."

While television remains the preferred medium to build the channel's brand positioning, Bindass will also exploit other media platforms like outdoor, print, radio and digital to support the brand-building process.

"We will be using only our network channels and so the campaign will be promoted heavily on UTV Bindass, UTV Movies, UTV Action, World Movies and UTV Bloomberg," says Gupta.

The channel will be spending around 50 per cent of its ad spends on outdoor, 20 per cent on print and remaining on other mediums.

As part of its outdoor initiative, the channel has booked around 100 sites in Mumbai. The other sites include Delhi and parts of Pune and Bangalore. As part of its print initiative, the channel will roll out full page advertisements on the Times of India (ToI) supplement. The print ad will roll out in Mumbai, Pune, Delhi, Ahmedabad, Lucknow and Bangalore.

The channel has also entered into a deal with Fun Cinemas in all metropolitan cities, where it will host the campaign.

"Our target audiences don't consume print as primary medium. So, we have chosen one big newspaper, Times of India, where we will be unveiling the campaign," says Gupta.

Additionally, the channel has tied up with 80 outlets of Baskin Robbins in Mumbai, Delhi, Ahmedabad, Lucknow and Pune. The ice-cream parlor will put posters of the Bindass and will offer a customized flavor- the Bindass 'What I Am' sundae.

As part of the college initiative the channel will distribute branded notebooks and also be involved in bike tagging in colleges in Bangalore, Pune, Ahmedabad and Delhi.