In a bid to reiterate its position as the ‘youth expert’, UTV Bindass is beginning a series of face-to-face interactions between a group of relevant youth target group (TG) and marketers, who closely target this TG. The first vertical that Bindass has addressed is telecom. UTV Bindass has commissioned Ormax Media to conduct the entire exercise to ensure transparency and expertise in the initiative.
In a conversation with exchange4media, Keith Alphonso, Business Head, UTV Bindass, said, “UTV Bindass is all about the youth TG and what resonates with this TG. Everything we do is around youth and hence we believe that we are very well placed to connect this TG to marketers and trade stakeholders that eye this audience. While we believe that we have better understanding of this TG in comparison to any other stakeholders in the communication business, an initiative like this will be a learning experience for Bindass. We have also invited marketers and members of the trade fraternity to come and learn from this experience.”
Ormax, which has been a key player in qualitative research for Indian broadcasting industry, will conduct the exercise including bringing together a select group of this TG that will interact with marketers. Alphonso divulged, “We have been fine-tuning this process for the last three and a half months. We realise that we will have a limited engagement window and we want to make the best of it. The first group of youth would be a microcosm of metro and mini metro markets.”
UTV Bindass extended an open invitation to various marketers for this initiative. Some of the companies that would be participating in the endeavour include key telecom companies and handset manufacturers such as Reliance, Samsung, Onida, Blackberry, MTS and Carrbonn mobiles.
“This is not a trade meet,” asserted Alphonso, and added, “We are very clear that we are only creating an opportunity of relevant interaction. Youth today view and use their mobile phones in a completely different manner. They stay with it 24X7. I recall reading somewhere that, according to a young executive, the third most devastating thing to happen was the loss of mobile phone and contact database. The first two were loss of family and loss of job. Some of these insights can give indications of what a mobile handset should be designed as for this TG. What are the relevant features it can have? Are the plans that service providers have for this TG relevant?”
The first specially designed workshop, specific to telecom vertical, will take place on February 25 and 26, 2012 in Mumbai. This will include around 20 youngsters and 15-20 members from the marketer and trade community. The top findings from the interaction would be compiled in a report that Bindass will share with industry stakeholders.
The next workshop is planned for August 2012, and would address a different vertical such as Food (Snacks and Confectioneries), Apparels and FMCG amongst others.