UTV Bindass: 'Rest less' drive

By Jhumur Nandi , afaqs!, New Delhi | In OOH News | April 30, 2012
As a part of the OOH campaign, the channel has created interesting hoardings. Also, a UTV Bindass zone has been created, in which 10 hoardings were placed together. The campaign is spread across Mumbai, Delhi, Bengaluru, Pune and Kolkata.

There are those who 'rest less' and then there are the rest - this is what the new UTV Bindass transformation is all about. The brand's new campaign depicts the 'Rest less do more' attitude of today's youth.

UTV Bindass OOH Campaign

UTV Bindass OOH Campaign

UTV Bindass OOH Campaign

The new transformation positions Bindass as a brand that encourages its TG (target group) of youngsters in the age group of 17-24 years to act now to achieve their dreams. The fresh positioning is reflected in the new motto of the brand, 'Rest less'. In a bid to promote the new positioning, it has rolled out a 360 degree marketing campaign spread over outdoor, digital and on-ground routes.

The creatives of the out-of-home (OOH) campaign showcase youngsters involved in unconventional work such as skydiving, skating, underwater diving and many more. Along with the regular hoardings, there are others which comprise huge cut outs and separate jut outs over the hoardings. In addition, a 70X20 feet hoarding has been placed on a mobile van, which features a life size cut out of a girl playing music at a discotheque. The cut out has been separately attached to the hoarding.

As part of the campaign, a UTV Bindass zone was created at the Bandra-Turner Road junction in Mumbai, in which 10 hoardings were placed together. Such zones were created at Worli Naka and Juhu as well.

Kunal Mukherjee, vice-president, marketing, UTV Channels, says, "The new brand identity is positioned to drive youth to 'act now' to get ahead in life. And, the youth choose unconventional ways to achieve their dreams, yet they are able to overcome the environment and succeed due to a constant spirit of 'Can do'. Therefore, in our outdoor creatives, we have shown youth doing unconventional things such as playing guitar under the water, and a girl playing at a discotheque, showcasing that the youth 'Rest less' and are willing to do anything. The new brand campaign of Bindass depicts this 'Rest less do more' attitude."

Kunal Mukherjee

As an extension to the Bindass campaign, the channel has rolled out another OOH campaign to promote 'Live Out Loud (LOL) - It's Now or Never', which is the first show after the channel's transformation. The creatives on the outdoor hoardings showcase painted faces of youngsters, with their thoughts such as 'I love you' or 'Need a raise' written on them. The channel also organised flash mob activities by Bindass dance squads in small cities, in TAM markets of Bindass.

The UTV Bindass OOH campaign started on April 16 across Mumbai, Delhi, Bengaluru, Pune and Kolkata and has been executed by OOH agency Alakh Advertising, while the creatives are by Taproot India. The OOH campaign for LOL kicked off on April 28, the launch date of the show.

Moreover, in order to give its viewers a taste of the 'Rest less' attitude, the channel has launched a 'Live more Rest less' contest, wherein youngsters need to post images and videos of them being 'Rest less'. The lucky winners will get an opportunity to visit South Africa and swim with white sharks.

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