Shefalii Mahajan has been appointed Head of Marketing of UTV and Astro Measat's forthcoming youth venture 'Bindass'. Mahajan will be reporting to Zarina Mehta, COO, UTV Broadcasting. Prior to this, Mahajan was Head of Client Engagement, Personal Banking, ABN AMRO Bank.
Commenting on the new appointment, Mehta said, "We are delighted to have Shefalii join 'Bindass'. She brings with her a rich experience of innovative solutions and complete 360 marketing experience of engaging customers with the brand. This is the talent we need to engage with our vibrant and challenging audience."
Bindass is scheduled for launch in mid-2007 and has earmarked an amount of Rs 200 crore as investment. The youth brand will be a 360-degree entertainment venture and will include the entire gamut of entertainment – television channels, a mobile channel, three websites, creation of original games, merchandising, retail and nation wide ground events providing Indian youth with a range of choices.