Bindass ‘makes a point’ with its Ungli Utha Vote Kar campaign

The channel has taken to the street pointing out faults and urges citizens to lift their finger and vote

UTV Bindass’ recently launched movement, I Change, urges young Indians to participate in the process of creating a change. While the initiative will look at various issues such as global warming and corruption that affect the youth today, the first timely campaign under this movement focuses on voting. The channel has launched a campaign, called Ungli Utha Bindass! Vote Kar, to create awareness about the importance of voting.

“To create awareness regarding voting and the importance of each vote, UTV Bindass is flagging off this unique initiative which will educate young Indians on the power of voting - exercising a fundamental right. The driving idea of the campaign is that ‘To bring about change, all you need to do is lift a finger’,” says Zarina Mehta, chief executive officer, Bindass.

Actor John Abraham joined hands with UTV Bindass for the I Change – India Changes movement and flagged off the campaign. ‘Ungli Utha Bindass! Vote Kar’ is being propagated with the help of various media such as print, TV, outdoor, promotions and on-ground.

An interesting set of ambient creatives were put up at various locations in the city, with the cut-out of a large orange index finger, denoting the voting finger, pointing out to a specific issue. For example, the finger stuck onto a lamp post on the street points at a broken road divider and reads, ‘Batvara nahi, divider chahiye’.

Another one, pointing at potholes, reads, ‘Desh khaddon main hai’, and where there’s a missing bus stand, the creative reads, ‘Bus stand hua Mr. India?’ One next to a rail track, where people are seen crossing, says, ‘Flyover chahiye?’ while another one on an unlit lamp post reads, ‘Desh ki batti jala.’

Seven such ‘Ungli’ ideas were created and 1,500 were put up in the city in three phases, with another 500 going up in the fourth phase. Special permissions have been taken to put up these signages from local, corporate and government bodies.

In outdoors, Bindass has also used bus shelters, bus panels, pole kiosks, utilities and hoardings. Mehta shares that the total outdoor spend for this campaign was to the tune of Rs 25 lakh.

The primary target audience for this campaign is youngsters, SEC ABC, in the age group of 15-24 years and the secondary TG is every Indian.

Bindass worked with creative agency Grey Worldwide and outdoor agency Pioneer to create the entire campaign. Red Cell, part of the Times of India Group, worked on the ambient ‘Unglis’.

Besides outdoors and ambient, the communication spans across TV (Bindass TV, Bindass Movies, UTVi, UTV Movies, World Movies, STAR One, STAR World, Aaj Tak), web (Bindass.tv, UTVi, Facebook, Orkut, YouTube), mobile, ground activations, college activations and agency activations.

On-ground activation was done in the form of campus theatre called ‘Natak kar, desh badal’ in six cities, reaching 50 colleges with judges such as Rahul Bose, Roshan Abbas, Koel Purie and Mini Menon.