UTV Bindass, the entertainment channel from the UTV stable, has started a movement called "I Change. India Changes" to reach out to the youth and take up issues concerning the young in India. The first initiative under this movement is called "Ungli Utha Bindass", which aims to promote awareness among the youth about how their vote can make a difference.
Ungli Utha Bindass is supported by a multimedia campaign, which includes a TVC, print ads, OOH and digital. The campaign has been conceptualised by a team at UTV Bindass along with Grey India. Grey India has also helped in executing the print ads, while the TVC was executed by an in-house team.
Since the initiative was to connect to the youth, UTV roped in John Abraham to associate with the cause, because he has a considerable fan following among the youth.
Since the youth is very active on the digital medium, a website has been created (www.bindass.tv/ichange) to provide a platform to voice opinions. The website also provides relevant information regarding the elections, such as Know Your Neta, wherein profiles of politicians are uploaded. There are interactive sections, such as videos, as well. The website has also tied up with the Jaago Re website, enabling the use of the Jaago Re platform to provide important information on voting.
Also, Ungli Utha Bindass has been executed in a cheeky and a fun way. The channel wanted to showcase that the finger stands for voting and that voters can point their finger at the politicians, if they do not fulfil the promises they made before the elections.
A massive below the line (BTL) activity has also been chalked out to increase awareness. The BTL initiative is called Natak Kar, Desh Badal (Bindass Campus Theatre).
Under this initiative, Bindass will invite 70 colleges across six Indian cities to present street plays on the theme of voting. Teams from each city would be judged by a panel of celebrities, social activists and theatre personalities. One finalist from each city will be selected, and the winning performance will be recorded on a DVD and shown to the Prime Minister.
The channel also plans to do on-ground activities with its partners, including Planet M, Future Group and PVR Cinemas.
Cherian says that voting is only the first issue for the I Change movement. This will be followed by other relevant issues such as global warming, corruption, and so on. He adds that about three issues will be taken up in a year.
The TVC for Ungli Utha Bindass has been released on the UTV network and will be released on other networks in due course.