Bindass media duties go to MPG, July launch expected

Four media agencies participated in the pitch called in May. MPG walked away with the account, estimated to be worth Rs 25 crore

After assigning Grey Worldwide the creative duties for Bindass, the youth brand from UTV and Astro Measat, the channel has made yet another announcement. The soon to be launched youth entertainment and leisure channel has appointed MPG its media buying agency. The size of the business is estimated to be Rs 25 crore.

Bindass, a 360-degree youth initiative, will kick-start with a Hindi GEC (general entertainment channel) scheduled to launch in July 2007. With a core target group of 17-21 year old college goers, the channel is all about fun, frankness, fearlessness and freedom.

Says Zarina Mehta, CEO, Bindass, “MPG will help in the positioning of the Brand Bindass. MPG impressed us with its ability to blend creative with media innovations in the planning and buying process. This is crucial, given the present competitive environment we operate in."

Bindass media duties go to MPG, July launch expected

Three other agencies – Carat, P9 and Maxus – participated in the pitch called in April. A clear understanding of the needs of Bindass tilted the scales in MPG’s favour. Explains Anita Nayyar, CEO, MPG, India, “Our strategy was entirely different. We demonstrated our understanding of the youth and ways to connect with them. The MPG tools were instrumental in giving interesting insights, especially for the launch, and the positioning.”

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