UTV Bindass to roll out its first brand campaign

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.

Latest Reads
Innovation-led consumer activations keep kabaddi enthusiasts hooked

While the action on the mat gripped the entire nation, Vivo Pro Kabaddi Season 5 also innovatively engaged with its fans, off the mat. In line with the vision of making kabaddi an accessible and engaging sport for everyone, the league organised a host of appealing marketing activations for kabaddi...

MAM Marketing Brands
Indians may share personal data online, brands must act responsibly: Kantar TNS

Connected consumers in India are far more trusting than other countries in the region when it comes to their online activities, according to Kantar TNS’s latest Connected Life research. In comparison to the rest of the world, they are more open to sharing their personal data if it improves their...

MAM Marketing Brands
WPP appoints CVL Srinivas as country manager

In a recent development at WPP, the British multinational advertising and public relation company has announced CVL Srinivas as the country manager for WPP in India. He will look after the India business and will be replacing Ranjan Kapur who will continue to serve as the chairman of WPP India.

MAM Media and Advertising People
DLF initiates Green Diwali campaign

MUMBAI: DLF and all its properties, along with the employees and stakeholders have come together to work towards a pollution-free Diwali, initiating the green Diwali campaign. DLF will create awareness about the negative impact of air pollution in the light of the citizens of the NCR region. The...

MAM Marketing Above The Line
Vodafone brings in Green Diwali to Delhi this year

MUMBAI: In order to delight its customer this Diwali, Vodafone India has launched an innovative concept that will run till 19 October across its 52 stores in Delhi NCR. Vodafone is inviting its customers to celebrate “Green Diwali” which is a part of its ongoing ‘CelebratingSuper’ campaign wherein...

MAM Marketing Brands
Zee TV stirs emotional connect with its brand campaign on the 'first flight'

MUMBAI: Zee TV as a channel has always been poised to cater to the middle class. For its latest 25-year celebration refresh, the channel launched a commercial that encapsulates just that. The ad film portrays a retired government employee, who is afraid of flying in an aircraft, takes a flight for...

MAM Media and Advertising Ad Campaigns
Cheetah Mobile VP Li replaces Chen to lead India ad biz

Cheetah Mobile VP - sales and business development Johnny Li has been appointed to lead its advertising business in India.

MAM Media and Advertising People
Manyavar's Mohey signs on Anushka Sharma

MUMBAI: Mohey from the house of Manyavar has signed on Anushka Sharma as their new brand ambassador. The actor will endorse Mohey- an ethnic celebration wear for women, comprising lehengas, sarees, gowns and suits.

MAM Marketing Brands
Samco assigns PR duties to Archer Frères

MUMBAI: Samco Securities, an online discount broker, has assigned Archer Frères Communications to provide them with professional direction for image building, plan media relations and manage content across corporate communications and brand PR.

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories