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Dadagiri back on Bindass; Rs 4 cr earmarked as marketing spend

15-July-2009
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Dadagiri back on Bindass; Rs 4 cr earmarked as marketing spend

‘Hero Honda Bindass Dadagiri’, dubbed as TV’s meanest reality show, is back for its second season on Bindass. Taking dares to a whole new level, the show premiered on July 11, 2009 and will air on Saturdays at 7 pm. Bindass has lined-up a 360-degree brand campaign to promote the show and is spending Rs 4 crore on its marketing.

Heather Gupta, Channel Head - UTV Bindass, explained, “In the second season, the challenge was to ensure that we were able to communicate to as wide an audience as possible that ‘Dadagiri’ is back, and is bigger than ever before. Taking this forward, the channel has taken the show to an entirely different level and marketing efforts.”

Grey India is the creative agency, while MPG is the media agency behind the marketing communication for Season 2 of ‘Dadagiri’.

On the strategy, Gupta explained, “Our strategy was to take our communication right through the line in a phased approach, ensuring that the show’s stature is clearly communicated (via outdoor, TV spots and radio), as well as the nature of the tasks and the personalities of the ‘Dadas’ and contestants through more direct communication, for example, roadshows across India and online.”

Gupta further said that the channel was currently concentrating its efforts on driving tune-in to the show, “which is obviously the most critical as the show begins. We then have a sustained marketing campaign, which will peak with the final episodes”.

A robust two-week outdoor plan in Mumbai, Delhi, Kolkata, Ahmedabad, and Lucknow involved various outdoor vehicles, including billboards, trams, bus backs, bus panels, utilities and multiplex exposure. The channel has partnered with Radio City, Pioneer Outdoor, Cinemax, as well as PlanetM for merchandising.

‘Dadagiri’ is being produced by Endemol with inputs from Creative Director Vaibhav Modi; directed by Arirtra Mukherjee, while Shruti Takulia is the Assistant Creative Director. The show has been conceptualised by the Bindass team with inputs from Head of Programming Shalini Sethi, Creative Director Anuradha Ghakar, and Senior Executive Producer Meghann Malik.

As the stakes get much higher this year with a grand prize being Rs 10 lakh, the tasks get a lot tougher. This season, the show will take a ride to the heart of the Himalayas in picturesque Manali.

Excited about the show, Gupta asserted, “Although there are many reality shows in India today, we believe that this is truly differentiated by the ‘dadas’ and the extreme nature of the tasks. The show has been created in partnership with Endemol, who are one of the most experienced producers of reality in the world, and our Manali location, besides the bootcamp concept makes the show stand out from all the clutter. We look forward to seeing ‘Hero Honda Bindass Dadagiri’ taking audiences to new levels of excitement and intrigue across the next 15 weeks.”

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