UTV Movies launches 'Jeeyo Bollywood' phase II campaign

MUMBAI: UTV Movies has launched the second phase of its brand campaign – Jeeyo Bollywood.

After engaging consumers in 41 cities in the Hindi speaking market (HSM) with Phase I in May, the channel is now taking Jeeyo Bollywood communication to the states of Gujarat and Maharashtra and metros like Delhi and Kolkata.

The two-month activity is planned keeping in mind the festive season that kick-started with Navratri and will see through Dussehera, Durga Puja and Diwali.

UTV Movies marketing head Kunal Mukherjee said, “During this festive season, we find a sudden upswing in consumption. And, thus, we have selected this time to create the proper buzz.”

The aim of the campaign is to position the brand UTV Movies as a channel which creates a connect between the channel and the viewers.

The channel is taking a 360 degree approach, using on-ground activations, radio, outdoor, print and cable channels.
In Gujarat, UTV Movies has tied up with the biggest of dandiya festivals in Ahmedabad, Rajkot, Surat and Baroda. The channel is giving out a car (Chevrolet Beat) as a big gratification in Ahmadabad and UTV Movies goodie bags across the other cities.

“We are extensively branding the venues with our banners, posters, passes etc and also have our own UTV Movies stall. Also, at the venue, the huge LCD screens will run the UTV Movies – Jeeyo Bollywood promos. At each of the venues, we expect to reach out to a captive audience of 300,000 people over the period of 10 days,” the channel said.

The association with dandiya is also being promoted heavily through radio (Red FM, Radio City, and Radio Mirchi in Ahmedabad; Radio City, Radio Mirchi in Surat and Baroda). Also the radio stations will be used to promote the brand heavily during Navratri and Diwali across the three major cities.

In its outdoor plan for Gujarat, the channel has bought spots in Ahmedabad during Navratri. Also, UTV Movies logo would be present across 10 glow signages on the SG Highway.
Meanwhile, the dandiya spots running across the local cable channels would have UTV Movies logo present across as a slide. In print, UTV Movies would be present across two ads on mainline newspapers in Gujarat – DNA and City Bhaskar.

For Maharashtra, the channel has chalked out a deeper penetration plan with on-ground activation across 75 towns in Maharashtra. The channel will have float/roadshows with UTV Movies branded truck which would travel from town to town and engage the residents of that town at various locations in various Bollywood related activities. This branded truck would also work as a mobile hoarding for UTV Movies across these 75 towns.

The channel will also use UTV Movies branded ‘Bhopu’ that would travel again to these 75 towns (3 -5 days per town) and play out the UTV Movies jingle.
UTV Movies has taken prominent 111 sites (1-3 per town) across 87 towns in Maharashtra for a period of two months.
In Kolkata during Durga Puja UTV Movies will be taking up the 30 prominent sites across the city for a period of 10 days, ensuring maximum visibility during the festive times.

The channel will be playing out a record 125 spots per day for a period of 10 days across Red FM, Amar FM, Radio Mirchi, Big FM and Friends FM.

UTV Movies will be pumping up the tempo during Diwali again by playing 125 spots per day for six days across these stations.

In Delhi and NCR region, UTV Movies has planned mall activation. The two weeks that lead up to Diwali would see UTV Movies doing its round of mall activation across 7-8 malls in Delhi, Gurgaon and Noida. The premise would remain the same – Bollywood setup and props engaging people and driving home the point of Jeeyo Bollywood through UTV Movies at 8 pm.

It will also do activation to promote ‘Jeeyo Bollywood‘ across all the local daily bazaars in and around Delhi.

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