Top Story


Home >> Media - TV >> Article

UTV-Astro’s Bindass appoints Grey Worldwide as its advertising agency

Font Size   16
UTV-Astro’s Bindass appoints Grey Worldwide as its advertising agency

UTV and Malaysia-based media company Astro Measat’s youth channel Bindass has appointed Grey Worldwide as its advertising agency. The agencies invited for the pitch were O&M, McCann Erickson and VGC. The investment for setting up the youth-centric brand, scheduled for a launch in mid-2007, is Rs 200 crore. Even though details on the ad spends were not available, sources close to the development inform that a substantial amount will be spent for advertising responsibilities, given the nature of the brand.

Bindass, a 360-degree youth initiative, will kickstart with a Hindi GEC channel with a target audience in the age group of 17-24, which is scheduled to launch in the second quarter of the current financial year.

“The decision to go with Grey was based on the synergies in the approach, passion and thinking that we share in the launch of India’s first youth brand. We look forward to Grey’s support in positioning and building the Bindass brand and communicating its unique values to our target group,” said Zarina Mehta, COO, Bindass.

Nirvik Singh, President-South East Asia, Grey Global Group, added, “We are delighted to have been chosen as UTV’s communication partner. UTV had constantly set new benchmarks for the industry. I’m sure this new venture will be no different and entire team is very excited.” A local youth entertainment brand, Bindass 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 nationwide ground events.

UTV had earlier entered into a business co-operation arrangement with Astro to set up children’s channels in Malaysia and Indonesia. Astro Ceria successfully launched on the Astro platform last year. Today in Malaysia, four of the top five children’s shows are on Astro Ceria.


Siddharth Kumar Tewary, Founder, Chief Creative, One Life Studios and Swastik Productions, on owning the IP on his most ambitious project 'Porus,' the risk of recovering its cost and his distribution strategy

Webscale plans to build the brand around smooth operations for the e-commerce sector and then move on to demand generation

Shriya Ghate, Business Head, Tinkle, spills the beans on the company's vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more

Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face

The New Realities study in India is its sixth year. Over 600 online interviews (per country) were conducted in seven countries, as a part of the study.

Rohit Bansal, Group Head of Corporate Communications, Reliance Industries Limited was speaking about the emerging tools of PR through Social Impact during his keynote address at IPRCCA 2017

Foster joins Y&R after serving as President, Global Clients for the Publicis Groupe; also was Worldwide COO and Chairman and Regional CEO, APAC and Greater China at Saatchi & Saatchi