UTV-ASTRO’s Bindass appoints ipan as its public relations agency

Company News

Mumbai, May 23

BINDASS, India’s first youth entertainment & leisure brand, has announced the appointment of IPAN, which is a part of the JWT Group, as its Public Relations agency. Bindass a 360 degree youth initiative will kick start with a Hindi GEC channel scheduled to launch in mid 2007.

Zarina Mehta, CEO – BINDASS says, “Bindass is all about being Fun, Frank, Fearless, and valuing Freedom in all its form. It is a celebration of being young in India. The zeal and thought process of the agency was completely in sync with our brand strategy. We look forward to IPAN partnering with us in positioning the Brand BINDASS and communicating its unique values within the media and the target group”.

“We are delighted to have been chosen as the Public Relations agency for Brand BINDASS. UTV has been constantly setting new benchmarks for the Industry. This initiative is going to be very exciting for us as we would be involved in building the brand from the very beginning”, says Radhika Shapoorjee, Vice President, IPAN,

Brand Bindass is scheduled for launch in mid 2007 and has an outlay of Rs.200 crores (Rs.2 billion). India’s first local youth entertainment brand, Bindass will be a 360 degree entertainment venture & will include the entire gamut of entertainment: television channels, a mobile channel, 3 websites, creation of original games, merchandising, retail & nation wide ground events providing Indian Youth with an array of choices. These include the launch of multiple channels across languages in India and Southeast Asia. UTV had earlier entered into a business co-operation arrangement with Astro to set up kid's channels in Malaysia and Indonesia. Astro Ceria successfully launched on the Astro platform last year. Today in Malaysia 4 of the top 5 kids shows are on Astro Ceria.

For Further info, please contact:

Priya Mathias

Manager – Corporate Communications & CSR, BINDASS

Mobile: 9821518313

Jay N

Associate Director- IPAN

Mobile: 9867966996