UTV’s Bindass gets marketing head from ABN Amro

UTV’s youth channel, Bindass, has roped in Shefalii Mahajan as head of marketing

UTV and Malaysia based media company Astro Measat’s youth channel, Bindass, has appointed Shefalii Mahajan head of marketing. She will move in from ABN Amro Bank, where she was the head of client engagement and personal banking.

Mahajan has about 10 years of experience across financial services and the print and online media industries. She will report to the COO of UTV’s broadcasting business, Zarina Mehta. She will join the company by the end of the month.

UTV’s Bindass gets marketing head from ABN Amro

Mehta says, “She has expertise in deriving innovative marketing solutions to engage the customer with the brand, which is what we require to connect Bindass with our vibrant and discerning audience.”

At ABN Amro, Mahajan was responsible for tasks such as creating product and consumer propositions, developing strategies for market penetration and developing consumer communication. She has conceptualised client management strategies such as the Freedom credit card, Bancafe and mobile banking solutions.

Before that, Mahajan worked with ‘Outlook’ in the sales and marketing function for three years and did a one-year stint with Pugmarks, a web solutions agency.

Bindass is all set to launch in the middle of 2007. UTV claims it will be the first local youth entertainment destination, which will be extended to areas such as online, events, retail, merchandising and gaming, along with multiple channels.

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