Top Story

e4m_logo.png

Home >> Advertising >> Article

: UTV-Astro’s Bindass appoints MPG as media buying agency

29-May-2007
Font Size   16
Share
: UTV-Astro’s Bindass appoints MPG as media buying agency

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.

Tags

The group released the Little Hearts online-only campaign, #BreakSomeHearts, early this year and is on the path to make many more of its brands available on the digital platform

As Milind Pathak takes over as Managing Director - Southeast Asia, Httpool, we chat with him on his new role, aspirations and his plans to aggressively penetrate the operations of the group in the Southeast Asian market

We speak to Punit Misra, CEO, ZEEL, Domestic Broadcast Business, on Zee TV’s new look, its aim and the shaping up of domestic business

This exercise will take the channel to the next level: Siju Prabhakaran, Cluster Head – South Business, Zee Entertainment Enterprises Limited

As Milind Pathak takes over as Managing Director - Southeast Asia, Httpool, we chat with him on his new role, aspirations and his plans to aggressively penetrate the operations of the group in the Sou...

Though business has picked up, the private FM industry expects festive ad spends to be subdued compared to 2016

Of the 116 upheld ads, the majority belonged to healthcare and education