Music and roses were abundance this Valentine’s Day, thanks to UTV Bindass initiative – Tata Nano presents UTV Bindass Love Band. The on ground initiative was supported by Facebook activation.
Throwing light on the initiative, Kunal Mukherjee, V-P, Marketing, UTV Channels, told exchange4media, “The Facebook activation began a week before Valentine’s Day, wherein viewers were invited to log on to UTV Bindass’ Facebook page, answer a few questions and be among the lucky few to win a chance to gift a band to their lovers. Over 300 entries were received on Facebook.”
For this initiative, Bindass had roped in four artists and bands – Something Relevant, 3 Guys and a Girl, Dischordian and singer/ song writer Nikhil D’Souza , who has also sung in films like ‘Ek Main aur Ek Tu’ and ‘Aisha’. Music managers OML (Only Much Louder) helped in getting the bands together for this initiative.
Vignettes were made of these band proposals, which were aired throughout the day on Valentine’s Day on UTV Bindass.
On tying up with Tata Nano for this initiative, Mukherjee explained that the Tata Nano was considered as one’s first car, akin to one’s first love, which gelled well with the theme of the day. “Moreover, Nano’s tagline: ‘Khushiyon ki chaabi’ also matched the main objective behind the entire Valentine’s Day exercise, which was to spread happiness around,” he added.
Meanwhile, apart from the love band initiative, UTV Bindass also carried out another activity, called ‘Like Bindass Har Rose’ on February 14. As part of the activity a Bindass van was stationed outside well-known colleges in Mumbai (KC, Mithibai, Narsee Monjee, Xaviers and Poddar) and Delhi (St Stephens, Hansraj, Hindu, Miranda House and Kamla Nehru college) with an iPad. Students who hit ‘Like’ on the Bindass Facebook page got a rose. 500 roses were given out in each of the colleges. Given the scarcity of the flower owing to huge demand on Valentine’s Day, the rose distribution move garnered a good response.