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UTV Stars launches with innovative ‘Red Carpet’ activation

22-August-2011
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UTV Stars launches with innovative ‘Red Carpet’ activation

UTV Stars, the new Bollywood channel, carried out a launch activation spread over three days from August 17 to 19 across media agencies in Mumbai, Delhi and Bangalore. The activation gave trade patrons a grandiose experience of stardom with a unique red carpet activation, wherein people not just walked the red carpet like a celebrity, but also got themselves clicked alongside a well-known Bollywood star portrait.

The activity marked the launch of UTV Stars, touted as the ‘official channel of Bollywood’, by giving trade patrons a true feel of the channel mantra, which is ‘Touch! Feel! Believe!’ The promotional activity let media agency personnel walk the surprise red carpet setup that awaited them in their offices, allowing them to pose against the backdrop of a celebrity with paparazzi capturing the starry moment.

The red carpet setup was placed at the entrance, lobby or reception of the office, ensuring that no one missed this exciting opportunity. UTV Stars also preserved this moment forever by giving takeaways of the pictures.

Speaking on the concept, Kunal Mukherjee, Marketing Head, UTV Stars, said, “The channel is all about the stars and how they connect with their fans, which is the positioning of Touch. Feel. Believe. The activity was done as a surprise so that people can walk the red carpet and get their photograph taken in a paparazzi environment.”

“The idea was to create a surprise element for the people as soon as they enter the offices in the morning. They had no prior intimation of the activity and were hence very excited with the concept. Also, the red carpet setup was placed at a key location like the main entrance of offices, wherein it could not be missed, and has received a very good response from the agency personnel,” said Ashish Chauhan, Revenue Director, Pure Media, a B2B media agency.

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