Bindass, a youth entertainment brand from the UTV and Astro Measat JV, has appointed MPG as its media buying agency. The development comes in the wake of a multi-agency pitch. Bindass is designed as a 360-degree youth initiative and will kick-start with a Hindi general entertainment channel scheduled to launch within 2007. In April 2007, Grey Worldwide was appointed as the creative agency for the business. Industry sources peg the account size upwards of Rs 20 crore.
Zarina Mehta, CEO, Bindass, said, “We are delighted to have MPG partnering us in the positioning of brand Bindass. What impressed us most about MPG was their ability to blend creative with media innovations in the planning and buying process. This is crucial, given the present competitive environment we operate in.”
Said Anita Nayyar, CEO, MPG India, “It was an exciting and challenging opportunity for MPG to present our case on brand Bindass. Our approach to strategy was very different and, if I may say, really ‘bindass’ in demonstrating the understanding of youth and ways to connect with them to make brand Bindass their own brand. The MPG tools were instrumental in giving interesting insights especially for the launch and the positioning.”
Brand Bindass is scheduled for launch in mid-2007 and has an outlay of Rs 200 crore (Rs 2 billion). A local youth entertainment brand, Bindass will be a 360-degree entertainment venture and will include the entire gamut of entertainment inclusive of television channels, a mobile channel, three websites, creation of original games, merchandising, retail and nationwide ground events.