UTV Action warns 'Panga Na Le, Panja Le'

By Surina Sayal , afaqs!, Mumbai | In Media Publishing | September 10, 2010
The action channel goes to leading agencies across Delhi, Mumbai and Bengaluru for a 'Panja' Championship

Most people have tried it; it's a lot of fun and a good workout. We're talking about arm wrestling or, in Indian lingo, 'Panja ladana'. UTV Action, the action channel that was launched earlier this year and has been associated with adrenaline, muscle and power, celebrates action through its new 'Panja Championship'.

This championship is being held in all the key media agencies across Mumbai, Delhi and Bengaluru. The competition will be held keeping in mind the global standards of arm wrestling.

It will consist of two rounds. Initially beginning as an intra agency event, it will then move to an inter agency competition. One male and one female winner will emerge from each city and the regional finales will be held on 15th, 16th and 17th in Bengaluru, Delhi and Mumbai, respectively. The winner from each city will be declared as the regional winner, which will be followed by a flashy party for all the trade collaterals.

Kunal Mukherjee, marketing head, UTV Action, says, "Through this initiative, we attempt to inject a dose of action in our trade consumers' minds. UTV Action has been in the action arena for a while now. By organizing this Panja Competition, we wanted to take the opportunity to also include our partners and colleagues in sharing our emotion and commitment towards the areas."

Why not reach out to the masses with this instead, afaqs! asks, and he replies, "We believe an on ground activity has to have scale. The plan is to take this activity to the next level by reaching out to the masses, too. UTV Action will target students in 200 colleges and bars as well."

UTV Action has centred a number of other on ground activities around its theme 'Be Prepared'in the past few months. It had rolled out a hunt for the best freestyle footballer from India in five cities; also, as part of a talent hunt called Red Bull Street Style, the winner was sent to the 2010 FIFA World Cup final in South Africa.

The channel had also taken 40 of its trade associates to South Africa to experience some real action - where they were exposed to sky diving.

Furthermore, recently, the channel participated in the Indian National Rally Championship (INRC), where a branded car participated in the rally which started on August 6 and will end on December 19 in Kottayam.

The channel has also been actively participating in the release of all big banner action movies releasing in India, such as The Expendables, Knight and Day and Karate Kid.

A number of activities have been carried out in smaller towns as well, with emphasis on promoting movie titles. For example, cut outs of the movie Rambo were put up in many locations. There has been significant recall of titles due to this. However, the larger activities are being carried out to promote UTV Action as a brand.

Mukherjee says, "We want to be associated with the big action events around the country. Till now, these on ground activations have been working very well for us. On a larger scale, we're working on another activity that will be rolled out in November across 25 cities." On probing further, he reveals that this will be a stunt showcase of sorts and promises to share more details later.

Here's looking forward to an action packed November!

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