Worldwide has been assigned the creative duties for Bindass, the youth brand from UTV and Astro Measat. A sum of Rs 25 crore has been set aside for the advertising of this brand.
Other agencies such as O&M, Vyas Giannetti Creative and Lowe were in the race for this business. "Grey's approach, thinking and passion on the brand were similar to ours, in terms of positioning and communicating the values of the brand to our target audience," says Zarina Mehta, COO, Bindass.
Meanwhile, Grey is excited about working for the brand. Nirvik Singh, president, South East Asia, Grey Global Group, says, "UTV is known for the various benchmarks it has created in the industry and this one, we are sure, is all set to create another."
Bindass is scheduled for launch in mid-2007 and has an outlay of Rs 200 crore. It will be comprised of television channels, a mobile channel, three websites, original games, merchandising, retail and ground events targeted at Indian youth.
It will begin with a Hindi general entertainment channel for the 17-24 age group, scheduled to launch in the second quarter of the current financial year. Recently, Bindass appointed Shefalii Mahajan as head of marketing.
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