Indiantelevision.com Team

(26 February 2009 3:00 pm)

MUMBAI: Youth entertainment channel UTV Bindass has roped in Bollywood actor John Abraham to endorse its first corporate social responsibility (CSR) campaign, 'I Change – India Changes'.

Said John Abraham, “I have believed in the power of the youth and the contribution they can make to the system as they are the future."

The first phase of the initiative will flag off with the 360 degree nationwide campaign - 'Ungli Utha Bindass' - that will look at educating young Indians on the power of voting.

As part of the initiative, 'I Change’s' has also tied up with Jaago Re website, to power voter registrations, provide important information on voting such as myths and FAQs as well as some important tools such as latest election news.

Bindass CEO Zarina Mehta said, “Under this initiative we are, for the first time, urging the youth to be participative in the change they want to see and providing them a platform to express themselves on issues that affect them the most.”

Meanwhile, in order to seek involvement from the youth, UTV Bindass is introducing an initiative called “Natak Kar, Desh Badal” (Bindass campus theatre). Under this activity, it will invite colleges from across six cities in the country to present street plays on the initiative of ‘voting’.

One finalist from each city would be selected and the winners will get a chance to express their views directly to the country’s prime minister as a DVD of the winning performance will be shown exclusively to the PM. These six finalists would also get to showcase their skits to a panel of youth parliamentarians of the country.

The channel claims that the next phases of the initiative will look at other issues affecting the youth of today such as global warming and corruption.

Bindaas has also partnered with PVR and Planet M to help propagate the campaign and reach out to the youth through all mediums, remind people to 'vote'.