UTV Bindass has launched an extensive marketing campaign for the second season of its reality show ‘Superdude’. The aim of the campaign is to create multiple touch-points through engagement with the target audience and in the process, build a franchise of ‘Integriti Bindass Superdude’.
According to Nikhil Gandhi, Executive Director, Youth Channels, Media Networks, Disney UTV, the channel is built in separate legs wherein the intrinsic objective is to power the youth and build their confidence. The channel is building ‘Superdude’ as a franchise through multi-platform promotions, which would not only help in extension of the brand but also act as revenue models as all the merchandising and applications will be available at a price.”
The campaign which is themed around ‘play more rest less’ quotient is spread across different media platforms such as out of home, on-ground, television, online and merchandising.
The channel has organised a three-city audition which is being aired on TV. The channel has launched an extensive OOH campaign across bus backs, bus panels, bus queue shelters, hoardings, gantries, mobile vans and live hoarding. The ‘Play more rest less’ campaign started in phases from October 15, 2012 to Oct 30,2012 across seven cities; namely, Mumbai, Delhi, Lucknow, Pune, Surat, Indore and Ahmedabad.
As a part of the digital initiatives, UTV Bindass has developed a property on the web called ‘Dude School’ webisodes. The ‘Dude School’ concept revolves around Sofia, who would teach boys everything they need to become a ‘Super Dude’. A total of five webisodes, each of two to three minutes, will be launched – with one episode to be released every five days.
The channel is also undertaking merchandising opportunities with a ‘Superdude Vardenchi bike’ to be awarded to the winner of Superdude this season. The same bike will also be available for sale via orders placed.
As a part of on-ground initiatives, the channel has associated with 25 outlets of Café Coffee Day across Delhi and Mumbai. It has also promoted the property through branding on cup tags and table stickers. In order to create awareness, the channel had also provided a photo opportunity at Enrique India Concert wherein ‘cool dudes’ were chosen to click photos with ‘hot’ girls at the concert. The pictures were then presented in photo frames branded with ‘Intergriti Bindass Superdude’. An on-ground pillow fight was organised amongst the girls at the Enrique concert in which the winning girl got a chance to meet Enrique.
Since the main target audience is the youth, the show will be undertaking college activations in three key colleges across cities in the next three months.
For the record, the show ‘Superdude’ is a visual handbook of how to impress a girl and is an insight into the single guy’s game. Ashmit Patel and Sophia Hayat will guide 13 young men in the art of impressing women and one of them will go on to become the ultimate ‘Superdude’.