UTV Movies, the Hindi movie channel from UTV, is set to roll out its first ever brand campaign in May. The campaign is being conceptualised by TapRoot India. The channel will undergo a complete rebranding and assume a new identity.
Kunal Mukherjee, Head - Marketing, UTV Movies, said that they planned to release the campaign after the conclusion of the Indian Premier League as there is too much noise around the tournament.
The channel will also go in for a complete revamp, which will include a new logo and a new tagline as well. Mukherjee elaborated, “When we were doing the initial research, we realized that the viewers knew about the channel, but they did not have any emotional connect with the channel. The rebranding exercise will let the channel strike a chord with the viewer.”
While he wasn’t ready to share the details about the core idea of the campaign, Mukherjee shared that the campaign would be a mass campaign and would make heavy use of TV and OOH, along with print. The campaign is expected to run for around two months and the channel intends to spend close to Rs 5 crore on the exercise.
Meanwhile, along with the new identity, the team’s core focus is to build on its movie database and get more acquisitions.
Our typical marketing budget is usually 10 per cent of the topline spend