bindass bets on social media for marketing 'Video Wars' show

MUMBAI: As the launch for its first daily format show Video Wars draws closer, Disney’s youth entertainment channel bindass is going full throttle to create a buzz around the show. This time though, the channel is leaning heavier on the social media and on ground engagement initiatives rather than the tried and tested ATL routes of television, print, radio and outdoor.

Video Wars is a reality show that involves five contestants cataloguing a day in their life in the form of a video diary, which will then be aired for the viewers to see. Based on the content shot by the contestant, the viewers get to vote for their favourite and the least popular contestant will be eliminated at the end of the week. A fresh contestant will take his place the next week.

Says Disney UTV executive director youth channels media networks Nikhil Gandhi, “Video Wars is a show that is in line with our ‘Rest Less. Do More.’ positioning as it empowers the youth with a camera and go out there and get famous. Since the show deals primarily with user generated content (UGC), we decided to focus on media like YouTube, Facebook and Twitter. The aim is to engage with the youth wherever they are. We all know how active the youth are on social media.”

bindass will launch the Facebook Stamp Campaign from 19 November along with a YouTube in search video campaign which will go live in the second week of the show.

Apart from the digital space, bindass is targeting on ground engagement opportunities to interact with the youth. “The idea is to take the youth play beyond television. We want to be where the youth of today is – from college campus to concerts to cafeterias,” says Gandhi.

Recently, the channel collaborated with the Enrique concert in Delhi and Pune where people wearing video ‘heads’ were deployed in order to create visibility for Video Wars. During the NH7 Weekender, bindass set up Video Wars booths where ‘Weekenders’ could shoot themselves and audition to appear on the show.

Latest Reads
Fogg maker takes on fairness creams with Pretty24

Taking a stab at fairness creams’ perennial message of fair skin being the benchmark beauty and success, Fogg deodorant maker Vini Cosmetics (Vini) is touting the idea that every shade of skin is equally beautiful. The company has been plugging the primetime of mainline television channels for the...

MAM Marketing MAM
55% marketers make better decisions with machine learning: iProspect report

MUMBAI: Digital agency iProspect has released its third annual Future Focus whitepaper geared to examine how machines and technology are impacting marketing and advertising in the year ahead. The paper takes a look at how brands can make the most of machines in 2018, from facilitating seamless...

MAM Marketing MAM
Paisabazaar aims Rs 1500 cr mutual fund AUM by 2018

MUMBAI: Paisabazaar has announced that assets under management (AUMs) garnered through its mutual funds products crossed Rs 1000 crore mark last month. The organisation says it is confident of reaching Rs 1500 crore of AUM by March 2018. The fin-tech company launched mutual funds on its platform...

MAM Marketing Brands
Blackberrys gives digital mandate to FoxyMoron

MUMBAI: Menswear fashion brand Blackberrys has assigned its digital mandate to FoxyMoron after a multi-agency pitch. The account will be managed from the agency's north office. As per the mandate, FoxyMoron will be managing the digital creative, media, search engine optimisation as well as website...

MAM Marketing Brands
Kajaria Ceramics launches campaign with Anushka Sharma

MUMBAI: Kajaria Ceramics through its subsidiary Kajaria Bathware has launched a 360-degree marketing campaign with Anushka Sharma who was recently announced as the brand ambassador. By investing in this marketing campaign and an extensive distribution network Kerovit, the bath solutions brand by...

MAM Marketing MAM
Greenply questions your plywood choice

MUMBAI: Greenply has launched its new campaign to make consumers aware that there are consequences of compromising on the quality of plywood used in their furniture.

MAM Marketing MAM
NBA partners Jabong to operate official online store

The National Basketball Association (NBA) and Jabong, India’s fashion and lifestyle e-commerce platform – today announced a multiyear partnership extension that will provide fans access to authentic NBA merchandise in more than 730 cities across India.

MAM Marketing Brands
Coca-Cola launches Maaza Gold

MUMBAI: Coca-Cola India has announced the launch of 'Maaza Gold', a premium mango drink made from the choicest of mangoes.

MAM Marketing Brands
Cipla launches TVC for ActivKids Immuno Boosters

MUMBAI: Mothers’ concern for their children’s health goes to the extent of restricting them from indulging at times. Capturing one of these many concerns, Cipla has released a new TVC for its kids' immunity supplement ActivKids Immuno Boosters.

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories