Bindass to spend Rs 3 crore on first ever brand campaign

The 'What I am?' campaign focuses on bringing forth the responsible side of today's youth

Bindass, the youth centric channel from the UTV stable, is mounting its first ever brand campaign to connect with its target audience, the youth. The campaign is based on the communication message that questions 'What I am'. The brand campaign encapsulates the channel's crazy and fun-filled attitude and turns the focus on the 'responsible' side of the youth.

Speaking to afaqs!, Heather Gupta, channel head, UTV Bindass, says, "The year gone by has seen lot of buzz around our shows. Properties such as Emotional Atyachaar, Big Switch and Dadagiri have really cracked with the youth. Of late, our messaging and packaging of these popular shows is resonating more than ever with UTV Bindass' image of a channel high on fun and craziness."

According to Gupta, this is UTV Bindass' first brand campaign ever in the three years since the launch of the channel. So far, the youth channel had been mounting only show-specific campaigns. The brand campaign aims to bring into focus the unique attitude of the brand.

The campaign, based on the communication message 'What I am', depicts youngsters asking people not to judge them by their appearances - because behind the youngsters' carefree and outgoing approach rests a responsible individual.

The channel is spending Rs 3 crore on the campaign, spread across TV, outdoor, print and below-the-line (BTL) activities. It is concentrating on outdoor sites in cities including Mumbai, Delhi, Pune and Bengaluru. It has also taken up space in dailies such as The Times of India for print ads.

As a part of UTV Bindass' partnership with Fun Cinemas, the campaign will be shown in 11 multiplexes of the chain across 39 screens. A UTV Bindass sundae will be available at 80 Baskin Robbins outlets spread across Delhi, Mumbai, Pune, Lucknow and Ahmedabad.

The one month long brand campaign, to be launched on February 15, has been conceptualised by TapRoot India. Sharing the insights and the core idea behind the campaign, Agnello Dias (Aggi), co-founder and creative head, TapRoot India, says, "The campaign aims to assume the voice of the youth to correct misconceptions surrounding them. In more cases than one, youngsters are misunderstood and are forced to live up to a stereotypical visual imagery built by the society. Individuals contrary to a set image are labelled as rebels. The world is misled by the outer appearance of young people."

Dias adds that the brand campaign, 'autobiographical' in tone, brings forth the fact that today's youth has ambitions and their appearances can be misleading about their true visions. The communication at the heart of the brand campaign thus attempts to clear the misconceptions about the youth.

In fact, for the brand campaign, UTV Bindass has not taken recourse to any celebrity star. Rather, it has used faces of real people - college going students - to assert the true, responsible side of today's youth.

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