Bindass to give a ‘Dream Start’ to the youth

MUMBAI: Disney UTV’s youth brand, Bindass, has launched an umbrella project titled ‘Dream Start’ to take its engagement with its core audience a step further.

With this, the channel aims to fulfill the aspirations of the youth not only through shows like Yeh Hai Aashiqui but other initiatives tailor-made to build their confidence.

“The brand philosophy of Bindass is that it is the enabler of purposive action. We realise that young people are very insecure, which comes because of lack of experience. We have also, through several research programmes, realised that they need additional endeavour to ensure that they have an advantage over others,” explains Disney UTV director marketing media networks Bikram Duggal. “The youth’s aspirations, dreams, hopes, careers... Through Dream Start, we are taking the whole brand philosophy to the brand engagement space.”

Targeted at youngsters aged 18 to 25 years, ‘Dream Start’ has garnered a good response within the first 17 days of its launch. “In the last 17 days, we have already got some 80,000 responses,” informs Duggal.

And not without reason, for the channel has spent 20 per cent of its annual marketing budget on the project and is promoting it in a big way, with 800 promos running across UTV channels. “Marketing for this project is more audio-visual and so, we have created promos for television and are also promoting it in cinema halls,” elaborates Duggal.

The cinema campaign, which started with Dhoom 3, will run for a month, while the outdoor campaign in Mumbai and Delhi has begun too. A huge college campaign has been devised for 450 colleges across 26 cities. Bindass has been active on the digital front as well, with a microsite having been created apart from promotions on Facebook, Twitter and YouTube. As Duggal puts it, “We have chosen a 360 degree campaign for promotion of the project.”

So how does ‘Dream Start’ work? In its very first phase, the project will offer a two-month internship with UTV Motion Pictures. To participate, “the person has to go to our website and write an essay of 150 words explaining why he/she should be selected for the internship, followed by a general awareness quiz. We sift through the candidates and then shortlist 500 candidates for round two, who will come to Mumbai and Delhi for group discussions and from there, one candidate will be chosen for the internship,” Duggal explains.

Will the selected intern be offered a job at UTV Motion Pictures? “The project is about giving confidence to the individual. We have devised a special curriculum for the intern. This will reflect in the person’s CV,” replies Duggal.  

Registrations for Phase I have already started and will go on till 31 January. Internship is slated to commence in April or May this year.

And that’s not all. “Different people have different needs. So, while we start with offering an internship with UTV Motion Pictures, the next phase of ‘Dream Start’ could see someone spending one week at the Oxford University.  We are looking at creating best experiences for the youth,” reveals Duggal.

The channel plans to keep the marketing campaign alive even after completion of registration. “The group discussion will be recorded and the same will be put up on YouTube,” chuckles Duggal.

Latest Reads
&TV presents Laal Ishq - passionate love stories with a supernatural twist

We promised to be together forever. Nothing could take us apart - not even death. Even though my body has long gone, my spirit still lives on… my soul will always be with you. For true love, never dies. &TV’s latest offering Laal Ishq, a series of passionate love stories with a supernatural...

Television TV Channels GECs
Zee Anmol retains lead in GEC (U+R) in BARC's week 24 data

Zee Anmol retained its top spot in Broadcast Audience Research Council (BARC) data for week 24 in the Hindi GEC (U+R) market. While Star Utsav and Rishtey swapped their third and fourth positions in the rural market, Star Plus and Zee TV exchanged second and third positions in the urban segment.

Television TV Channels Viewership
BARC, Week 24: Rebublic TV dominates, Mirror Now enters top five

MUMBAI: Times Network’s English news channel, Mirror Now, replaced NDTV in the All India Broadcast Audience Research Council’s (BARC) week 24 rantings, as Arnab Goswami's Republic TV continued to dominate the English news market While Aaj Tak led the charts in two Hindi news markets, ABP News...

Television TV Channels Viewership
What next with Fox-Disney-Comcast ?

MUMBAI: Part poker, part chess. That's exactly how the Disney-Comcast bidding war for Rupert Murdoch's entertainment conglomerate - 21 Century Fox - is being played out. The intense, see-saw battle for the media empire, which includes Hollywood studios, cable networks and streaming businesses, isn...

Television Production House Post Production
Sky News gets 15-year commitment from Disney in takeover battle

MUMBAI: Disney has refrained from selling Sky News without the U.K government’s permission and offered British authorities a commitment to operate Sky News for 15 years. For its part, 21st Century Fox has offered new commitments in an attempt to get its $15 billion bid for Sky over the finish line...

Television TV Channels News Broadcasting
Discovery picks Park Avenue address for new global HQ

MUMBAI: Discovery Inc. has selected a Park Avenue address for its new global headquarters. The company is also expanding facilities and adding jobs in Virginia. The company has signed a long-term lease with TF Cornerstone to occupy the entire space of 230 Park Ave South. According to,...

Television TV Channels Viewership
NBCUniversal accuses BeoutQ of illegal streaming of FIFA World Cup in MENA

MUMBAI: NBCUniversal, an American multi-national media conglomerate owned by Comcast, has accused a pirated streaming service called BeoutQ in the Middle East and North Africa (MENA) for illegally broadcasting the FIFA 2018 World Cup matches. NBC's Telemundo unit, which holds the Spanish-language...

Television TV Channels Sports
How Sony is bringing the FIFA World Cup 2018

MUMBAI: Sports broadcasting is no ordinary business. Just ask Star India and Sony Network Pictures (SPN) India – who often slug it out against each other for the rights of premium sporting properties. The two high rollers of Indian sports broadcasting play by one simple rule: high risks, high...

Television TV Channels Sports
Sports media rights to soar 22% in 2018 in Asia Pacific: MPA

The market value of sports media rights is set to reach US$5.0 billion in Asia Pacific ex-China this year, according to Asia Pacific Sports In The Age Of Streaming, a new report published by Media Partners Asia (MPA).

Television TV Channels Sports

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories