Indiantelevision.com Team

(2 April 2007 8:00 pm)

MUMBAI: UTV's latest television youth venture Bindass has awarded its creative account to WPP's Grey World Wide. The other agencies in the pitch included VGC, Lowe and O&M.

"The decision to go with Grey was based on the synergies in the approach, passion and thinking that we share in the launch of India's first youth brand. We look forward to Grey's support in positioning and building Bindass brand and communicating its unique values to our target group," says Bindass COO Zarina Mehta.

Grey Global Group president South East Asia Nirvik Singh said, "We are delighted to have been chosen UTV's communication partner. UTV had constantly set new benchmarks for the Industry. I'm sure this new venture will be no different and entire team is very excited."

As reported earlier, the youth general entertainment channel Bindass is scheduled for launch in the second quarter of this financial year with a total outlay of Rs 2 billion.

Bindass promises to be a 360 degree entertainment venture and will include the entire gamut of entertainment: television channels, a mobile channel, three websites, creation of original games, merchandising, retail and nation wide ground events providing Indian youth with an array of choices. These will also include the launch of multiple channels across languages in India.

The UTV - Astro venture also plans to make in roads into Southeast Asia. UTV had previously entered into a business co-operation arrangement with Astro to set up a protype of its kids channel Hungama TV called Ceria in Malaysia and Indonesia.