UTV Bindass is launching its first brand campaign in February 2010 to connect with its core target group of youngsters. The campaign, called ‘What I Am’, attempts to bust some of the myths associated with youths. Though ads have been released from time to time to promote its shows, this is the first brand campaign from the channel.
The creative idea has been executed by TapRoot India, while Motivator is handling the media planning.
Elaborating on the campaign, Heather Gupta, Channel Head, UTV Bindass, said that the insight stemmed from the fact that young people were generally misunderstood because they dressed and talked in a certain way. “The campaign wants to bust that myth. It is an attitude heavy campaign,” Gupta added.
She further said that the Bindass brand had reached a level where viewers could identify with it and hence, they had decided to do a brand campaign.
The channel’s tagline, ‘What I Am’, is in keeping with the campaign. The 360 degree campaign will make use of media such as print, outdoor, radio, etc. The brand has tied up with 11 Fame Cinemas across the country and will have various branding opportunities. The channel has also tied up 80 Baskin Robbins outlets, where a new ‘What I Am’ flavour will be introduced soon.
Since the target group of the channel is youth (18-24 year olds), the brand will have presence in the online medium as well and will make use of social networking sites such as Facebook and Twitter.
The campaign throws light on the career-oriented and focused youth through the campaign. It reinforces today’s youth as someone who wears their attitude on their sleeve and are equally responsible towards the nation.