UTVi, the business news channel from UTV, along with Dell, has partnered to bring out some of the success stories of lesser known entrepreneurs through an initiative called 'Take your own path'. This is aimed at the small and medium business (SMB) entrepreneurs and future leaders from business schools across the country.
In October 2008, Dell launched a series of campaigns which highlighted the success stories of entrepreneurs such as Neeraj Roy of Hungama and P Rajendran, co-founder and chief operating officer, NIIT. The campaign included advertisements in print, outdoor, online and television and was the first ever campaign launched by Dell anywhere in the world.
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Four months after the campaign, Krishnakumar says that the familiarity and favourability of brand Dell increased by 8 per cent and SMBs perceived the communication to be believable and inspiring.
Phase three will have UTVi and Dell launch a nationwide business plan competition across B-schools in Mumbai, Pune, Ahmedabad, Delhi, Lucknow, Bengaluru, Chennai, Hyderabad and Kolkata. Budding entrepreneurs will be invited to present their ideas and business plans to a joint jury in each city.
"With a three stage campaign flow and multi media engagement, we hope to approach and involve segments such as young students and budding entrepreneurs across industry verticals," says Sumit Gupta, COO, UTVi.
UTVi completed one year of its operations last week. The channel, which stands for 'simpler younger and smarter', consciously decided to include a wide genre of content on the channel, including features, weekend specials, reality shows and events as the other existing players focused on the stock markets news.