UTV Bindass to launch maiden brand campaign, 'What I Am'
06 Feb 2010
Bindass, the youth-centric channel from UTV will launch its maiden brand campaign in February. The 'What I Am' campaign is an endeavour to connect with youngsters, at whom the channel is aimed.
The campaign, designed by TapRoot India, roots for youngsters and portrays them as socially responsible and dedicated as opposed to their misunderstood image of being careless. Media agency Motivator is drawing up the media plan.
The campaign budget Rs3 crore and will run throughout the year on UTV channels, UTV Bindass, UTV Movies, UTV Action, World Movies and UTV Bloomberg.
Apart from promoting the campaign through television, other meda such as print, outdoor, radio and social networking sites Twitter and Facebook will also be used.
UTV has tied up with Fame Cinema multiplexes in all metros to host the campaign. Also, a specially developed flavour, 'What I Am', sundae will be available at Baskin Robin outlets.
To catch the eye of the youth UTV will also run the campaign in colleges and give out branded notebooks in Bangalore, Pune, Ahmedabad and Delhi.
