UTV Stars, the Bollywood entertainment channel from UTV Entertainment Television, went on air today and an extensive campaign has been launched surrounding its roll-out.
The channel's brand campaign is spread across television, print, internet, outdoor, mobile and BTL (below-the-line). To start with, the channel's diamond-studded UTV Stars logo has been specially done by Thank You, a Denmark-based agency. The packaging of the channel has been inspired by the glitz and glamour, which is a hallmark of Bollywood.
An extensive outdoor campaign also features Bollywood stars such as Amitabh Bachchan, Rani Mukherjee, Anushka Sharma, Preity Zinta, Imran Khan and others, across the four metros.
UTV Stars has also rolled out an on-ground activation at the media agency level. The idea is to let people experience the glamour and feel of the red carpet, where a red carpet look, complete with a backdrop of a renowned Bollywood star portrait, has been set up at different offices.
The promotional activity allows media agency personnel to walk the surprise red carpet setup that awaits them in their offices in the morning, and allows them to pose against the backdrop of a celebrity with paparazzi capturing their starry moment. People can preserve this moment as memorable takeaways of the pictures are being provided.
Speaking on the concept, Kunal Mukherjee, marketing head, UTV Stars, says, "The channel is all about the stars and how they connect with their fans, which is the positioning of 'Touch. Feel. Believe'. The activity was done as a surprise so that people could walk the red carpet and get their photographs taken in a paparazzi environment."
The activation, carried out by B2B media agency Pure Media, is spread over three days (August 17-19) across media agencies in Mumbai, Delhi and Bengaluru.
"The idea was to create a surprise element for the people as soon as they enter the offices in the morning. They had no prior intimation of the activity and were hence very excited with the concept. Also, the red carpet setup is placed at a key location like the main entrance of offices, wherein it cannot be missed," says Ashish Chauhan, revenue director, Pure Media.