UTV, along with Malaysia-based media company Astro Measat, has announced the launch of brand ‘Bindass’, India’s youth entertainment and leisure brand. Along with the brand’s launch, it also announced the first-of-its-kind innovation called ‘Bindass Space Yatra’ in association with RocketPlane XP.
The launch of ‘Bindass Space Yatra’ will be a nationwide talent hunt for the first young Indian space tourist on RocketPlane XP. The lucky winner of the hunt will get a once-in-a-lifetime opportunity to travel as a passenger on board RocketPlane XP, a commercial flight into space.
On the launch, Zarina Mehta, CEO, Bindass, said, “We are delighted to launch brand Bindass with a truly once-in-a-lifetime offer for our audience. The idea of presenting the youth with a chance to travel into space is a truly ‘bindass’ thing to do and emulates our brand in its totality of being fun, frank, fearless and valuing freedom in all its forms. Bindass reflects an attitude that young India embodies. Bindass aims to lend the youth a complete 360 degree platform for self-expression -- a space where they can just hang out, chill and celebrate being young in India.”
On the association with the brand Bindass for this initiative, Harry Bhaktiani of RocketPlane said, “This is the first time RocketPlane has got into an alliance with an Indian brand to offer the audience a chance to fly into outer space. We are very excited about the initiative and look forward to the enthusiasm ‘Bindass Space Yatra’ will evoke among young Indians.”
The foremost manifestation of brand Bindass will be with the launch of its Hindi general entertainment channel for young India. The channel is targeted at the age group of 15 to 35 years, and will go on air by August this year.
Speaking of the channel, Mehta said, “With Bindass, we aspire to redefine the Hindi general entertainment space. We believe its innovative content, with a mix of original programming and acquired shows, will strike an instant chord with the audience.”
Bindass will introduce ‘Shakira’, a female action-hero, and ‘3rd Degree’, a show featuring Ugesh Sarcar -- street magician performing live acts and stunts. While under the comedy block, the channel introduces ‘Lagegi’, a stand-up comedy act performed before a live audience, and ‘Sun Yaar Chill Maar’, a comedy show on the life of five college friends. To add to the spice, the programming is peppered with extreme sports, action, edge-of-the-seat thrillers, horror shows, spoofs, street magic, slapstick comedy and over 100 international movies.
Brand Bindass is laid on the foundation of a comprehensive proprietary research conducted by UTV on the Indian youth and its entertainment needs. Insights from the research have lent the brand its values -- fun, frank, fearless and valuing freedom in all its forms. These four qualities are personified by brand Bindass.
The marketing will be laid down on other activities like having Bindass cafes for their marketing expansion in Mumbai and Delhi within a year. Under the online media, they have introduced lagegi.com site where the viewers will get to catch up with all the information of the brand’s channel and its show.