Alphonso adds, "We were in talks with ITC to specially develop a property based around its positioning of 'Choo lo Asman', when we came across a biker group called Biker ni. They proposed the idea of the show. We felt the concept went well with the brand's positioning, and hence, got ITC as the title sponsor."
In order to promote the show, the channel will launch on-ground promotional activities, apart from it online ones. The channel has created a new landing page, both on its website, as well as on Facebook. The page will feature digital diaries, blogs, and pictures, in addition to live chats between members of the biking group, as well as online visitors.
Regarding its association with the show, ITC's Sandeep Kaul, chief executive, personal care products business, says, "Riders on UTV Bindass is an ideal platform for the brand to engage with its consumers as it personifies Vivel Active Fair's distinct brand philosophy."
In addition to the launch of Riders, UTV Bindass will also launch two more shows -- Khan Sister, and the third season of Big Switch. Both shows are slated for weekend viewing, and will be launched in December. The channel will also air popstar Lady Gaga's performance at the Formula 1 finale held in India, last month, and actor Shah Rukh Khan's interview with her. The channel intends to air its special programme on December 25, 2011.
"We have created an interesting line-up of shows to be shown between November 2011 and January 2012. It will definitely keep young audiences glued to our channel," says Alphonso.