UTV Bindass launched a new show on March 10, 2012 called Road Diaries. The show features five youngsters leaving their everyday lives and taking on a whirlwind journey across India – starting from Mumbai and concluding in the Himalaya at the Indo-Tibet border.
While talking about the idea behind the show’s conception, Keith Alphonso, Business Head, UTV Bindass explained, “The concept of road trips has become increasingly popular in the last eight to 10 years. It has evolved in the youth context and has become a metaphor for all the things one would want to do before entering adult life. This concept eventually formed the basis of why we created Road Diaries.”
He divulged that the show’s TG is in the age group of 15-24 years. The show has advertisers such as Nestea and Dell. The entire concept was created in-house.
Sharing details about the promotions strategy, Alphonso said, “We used the online medium, specifically social media and our portal, Bindass.com and asked youngsters about the various things they would like to do before they moved into the next phase of their lives. We have planned on-ground, outdoor, online and on-air campaigns.”
While addressing the consumption pattern of youngsters, Alphonso shared that putting content on digital is not an option, it has become a necessity. Any content that Bindass comes out with will always be available across digital channels.