MUMBAI: UTV Movies is readying to launch a brand campaign in the second week of May after the conclusion of the Indian Premier League (IPL).

UTV Movies will also sport a new tagline and look while strengthening its library as part of the plans to give the Hindi movie channel a big push.
 
UTV has roped in Motivator as its media agency and Taproot has conceptualised the campaign. The channel will invest between Rs 5-7 million in the campaign.

Says UTV Movies marketing head Kunal Mukherjee, "We did some primary research and found that although consumers are aware of the brand, there has to be some kind of a connect which has to be developed. This is what the new brand campaign is aimed at achieving."
 
The campaign will be promoted heavily on UTV‘s network channels including UTV Bindass, UTV Action, World Movies and Bloomberg UTV. "We will also use other network channels to promote the campaign," avers Mukherjee.

While television, print and outdoor will be the preferred mediums, the movie channel will also use other media platforms like radio and digital to support the brand-building process.
 
UTV will be improving its movie titles. Says Mukherjee, "We have evaluated and found that we are strong in some titles and weak in others. We are clearly focusing on all genres as it‘s a movie channel and we have to cater to all age groups. We are looking at showing 10-15 newer titles in the first quarter. By May, the library will be strong enough not only to add to the brand salience but also improve the numbers," Mukherjee adds.

Last month, UTV had rolled out the ‘What I Am‘ brand campaign for UTV Bindass.