Television

Bindass ties up with MICA for second edition of Dream Start

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MUMBAI: Youth channel Bindass has launched the second edition of its show - Dream Start and this time round, it has roped in Mudra Institute of Communications, Ahmdedabad (MICA) as its partner.

Keeping in mind the hopes and aspirations of the youth in India, Bindass will engage with them through initiatives that are purposive and action-oriented. The Dream Start initiative is a gateway for young people of India to achieve their most cherished dreams such as working for the biggest names in the business or attending a course at prestigious universities around the world and other such opportunities.

Registrations for the second edition of the initiative have already started and will go on till the end of January, 2015. As per information available with Indiantelevision.com, the channel had received 600 entries up until now.

While last year, Bindass gave one individual an opportunity to intern at UTV Motion Pictures after a selection process, this time round the channel is aiming for a larger group of people along with MICA. Dream Start will give the 10 most deserving candidates an opportunity to be a part of a specially designed month long course in Crafting Creative Communications at MICA.

Following the initial shortlists, the selected students will be interviewed by a panel of MICA professors. Based on the discussion, top 10 candidates will be picked to join the course. The course will take place from 15 June to 15 July, 2015. The winners will be announced in May, 2015.

Queried about the partnership with MICA, Disney India VP - content and communications, media networks Vijay Subramaniam said, “We have always associated with partners who share the same values and beliefs as we do and MICA, along with a strong reputation and high credibility, matched our aspirations and supported us with our vision.”

He further believes that this course will help young creative minds to make an investment in themselves within the realm of creative communications. “We intend to spruce up their learning with a well-drawn out syllabus and curriculum through a period of one month, which can help them shape their career.”

Talking about how the initiative will help in building the channel’s brand equity, Subramaniam said that the channel seeks to play a meaningful role in the lives of young adults by being their friend. “Bindass’ content and initiatives reflect the dynamic lives and realities of the world that the youth lives in and converse with them through entertainment that enables the young minds to take purposive action,” he said.

On the marketing front, the channel first kicked off promotions on its digital platforms in December, 2014 and has recently taken to mainstream promotions on television to create awareness about the show.

“In addition to this, an initiative such as this one requires a deep level of commitment and engagement from the consumers and it is essential to reach out to the right mix of youngsters who can benefit from the opportunity,” asserts Subramanian.

Additionally, the channel will also be visiting 400+ colleges across the country, reaching out to students who are at the cusp of evaluating and sharpening their focus on skill sets, which can drive their career. Bindass will also target popular youth hangouts to promote Dream Start.

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