afaqs!

UTV Bindass comforts students during exams

By Nandana Das , afaqs!, New Delhi | In Advertising | March 25, 2011
The channel, in a bid to promote its new fiction show for youngsters, has launched various on-ground activities to attract its target audience.

UTV Bindass, the youth channel from the UTV stable is launching a new fiction show Meri Toh Lag Gayi...Naukri!, set to roll out on March 28, Monday-Thursday at 7 pm. The show, set in urban India, narrates the story of five young, ambitious and driven individuals, hailing from different parts of the nation and their attempt to win in the rat race for employment.

In order to promote the upcoming show, the channel has launched a below-the-line (BTL) activity to reach out to the youth.

The activity, which began last week and will continue till March 28, has been conceptualised by Mudra Concrea. It is being executed across various colleges in Ahmedabad, Delhi, Mumbai, Pune, Lucknow and Bengaluru.

The activity aims to reach out to 6,00,000 students across the six cities. The areas chosen for this activity are those with high student density and bubbling with related activity.

Talking about the activity, Kunal Mukherjee, marketing head, UTV Bindass, says, "We have tried to create a pre-buzz for the show. Our focus is to capture the attention of the youth, some of who are tied down with exams during March. Hence, the activities were conceptualised with the thought of bringing some relief to the students."

The channel has identified places where youngsters mostly flock around, one of them being xerox centres.

"The channel initiated a free photocopy campaign across colleges by identifying some key xerox centres outside various colleges. Each photocopied sheet used carries a Bindass message reflecting the personality of one of the protagonists of the show, with the message 'do not get stressed out', written below the sheet. This was done to entice college-goers," says Mukherjee.

This campaign will also be supplemented by another on-ground initiative outside examination halls -- to provide a shoulder of comfort to stressed-out students. UTV Bindass has placed 'comforters' outside such centres.

"They are trying to soothe students coming out of the examination halls, by offering them wipes to beat the summer heat, and giving them tips such as 'take a chill' and 'don't get stressed', to remain calm during exams. We want the brand to have a positive impact on the youth," says Mukherjee.

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