With a lot of developments been observed lately by Bindass, the youth entertainment and leisure brand by UTV-Astro has something more to add in its buffet. It has announced the appointment of IPAN, a part of the JWT Group, as its public relations agency.
Zarina Mehta, CEO, Bindass, said, “Bindass is all about being fun, frank, fearless, and valuing freedom in all its form. It is a celebration of being young in India. The zeal and thought process of the agency was completely in sync with our brand strategy. We look forward to IPAN partnering with us in positioning the brand Bindass, and communicating its unique values within the media and the target group.”
Said Radhika Shapoorjee, Vice President, IPAN, “We are delighted to have been chosen as the public relations agency for brand Bindass. UTV has been constantly setting new benchmarks for the industry. This initiative is going to be very exciting for us as we would be involved in building the brand from the very beginning.”
Bindass, a 360-degree youth initiative, will kickstart with a Hindi GEC channel scheduled to launch in mid-2007. It also includes 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 an array of choices. These include the launch of multiple channels across languages in India and Southeast Asia. UTV had earlier entered into a business co-operation arrangement with Astro to set up children’s channels in Malaysia and Indonesia.