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.