MAM

Bindass pumps in Rs 40 million to promote Dadagiri 3

MUMBAI: Bindass, the youth entertainment channel from the UTV stable, is investing Rs 40 million to market and promote the new season of the reality show, Dadagiri.


Based on the theme, "fight terrorism", Dadagiri, D3 Commando Force will witness ex-army commandos - Captain Albert Louis, Captain Kshitij Sharma and Captain Dharamveer Singh train 14 young Indians, in an attempt to create commandos out of civilians. The show will be aired every Saturday at 7 pm.
 
With terrorism and Kasab‘s trial creating a nationwide tumult during the week, the television marketing plan includes a special 40 second promo on the Kasab verdict on CNN IBN and NDTV 24x7 till 22 May. The promo will be specially run on Thursdays, Fridays and Saturdays every week.


As part of its outdoor campaign, the channel has devised a 40-key-site campaign across Mumbai for a 15-day period. Meanwhile, Delhi and Bangalore will host a similar campaign across two to three select sites for the same time period.


Bindass has partnered with Radio Mirchi in Mumbai, Delhi, Lucknow, Pune and Ahemdabad for radio promotion. 
 
On 22 May a special integration on D3 commando force will be designed on Radio Mirchi with a terrorism theme.


The print marketing plan includes a 240 sq cm. Media Net story each in Delhi Times, Lucknow Times and Bombay Times on 8 May. A Mid day ad of 240 sq cm. in Delhi, Mumbai, Pune and Bangalore edition have been issued today, 7 May, to announce the launch of the show.


Says UTV Bindaas AVP marketing Kanika Saxena, "As part of its BTL activity, the channel has tied up with 31 stores of Gelato where branding will be displayed for two months, as well as an we will come out with an ice cream flavour of the month for June." 
 
A barter deal with Big Flix has been set to get prize vouchers of one month, three months and six months for viewers and posters in 35 select stores has also been put up.


To round up the online marketing plans, a full fledged microsite of D3 on www.bindass.com/d3 has been launched, which is a real time game based on the show, called D3 elite.


Says Saxena, "The show has 11 episodes spread over a span of 11 weeks, with two audition episodes, eight main episodes and one grand finale that will be shown airing from May 8, 2010 onwards. While are target audience remains in the 16-24 category, we are hoping this show breaches that barrier, since this is an issue relating to all."

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