afaqs!

Integriti Bindass' Superdude hits the road

By Rashmi Menon , afaqs!, New Delhi | In OOH News | October 29, 2012
The OOH promotions for the second season will be carried out on bus backs, hoardings, media agencies and college festivals across seven cities.

Disney UTV's youth channel Bindass has launched an out of home campaign to promote the second season of its reality show, Superdude. The OOH campaign, titled 'Play more, Rest less', is being carried out on various media including buses and hoardings, and on-ground activations in media agencies and colleges.

OOH campaign for Bindass

In a teaser campaign in the first phase, beautiful models looked directly into the camera and challenged boys to impress them. Posters were displayed on buses, bus panels, bus shelters, hoardings, cantilevers, gantries, mobile vans and live hoardings across Mumbai, Delhi, Lucknow, Pune, Surat, Indore and Ahmedabad. Currently, 33 hoardings and 500 buses in Mumbai, and 28 hoardings in Delhi have been employed for the campaign.

In an arrangement with Cafe Coffee Day (CCD), branded cup tags and table stickers have been used in 25 outlets in Delhi and Mumbai. To bring in a fun element, five media agencies in Mumbai and Delhi will be asked to internally vote and select one guy as the 'Superdude of the Agency'. The winners will get gift hampers.

Mahua Hazarika

Nikhil Gandhi

The brand has also cashed in on the recent Enrique concert in India, where selected 'dudes' were chosen to click photos with models at the concert. This was done at Gurgaon, Pune and Bengaluru, where pillow fights were also held for girls. The winners got a chance to meet the international singer.

At college festivals, the activation involves a throne installed at the venue. Male students can get themselves photographed on the throne, flanked by two models; the photos are given away instantly. Till now, the activation has been carried out in six colleges in Mumbai and Delhi, with plans to cover more in the next two months.

Mumbai-based Rickshaw has executed the campaign across seven cities. According to the client brief, the aim was to create intrigue and ensure sampling.

The agency claims that the show's concept was not simple to convey at one glace. So, it was crucial that the outdoor media captured the target group's (youth's) attention. Mahua Hazarika, partner-founder, Rickshaw, says, "Dating and relationships are a key part of a youth's life today. Everybody needs a few tips to transform from dud to dude but no one wants to be told to watch and learn. Our challenge was to get the attention of the youth and get them to tune in without being preachy."

Nikhil Gandhi, executive director, youth channels, Media Networks, Disney UTV, says, "Superdude is one of our biggest franchises and the second season raises the bar as far as the 'Play more, Rest less' quotient is concerned. The property is built on-ground and extends beyond just the scope of television."

The campaign, which began on October 12, will continue till December.

Superdude, which was telecast on October 27, comprises 13 young men trained by Ashmit Patel and guided by Sophia Hayat, to become the ultimate Superdude. The 13 contestants have been selected after auditions in several cities.

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