The Broadcasting division of UTV, which recently announced the launch of its latest offering, UTV Stars, has commenced its brand campaign iterating the brand promise of ‘Touch Feel Believe’.
The channel, which is the sixth addition to UTV’s bouquet of channels in the entertainment space, seeks to bridge the gap between stars and their fans. It is an invitation to the Bollywood crazy nation to be part of the dream world of Bollywood through the eyes of the intimate insider. The channel went on air on August 19, 2011.
As part of the channel’s brand campaign, a 360 degree communication would be seen across television, print, radio, Internet, billboards, mobile, BTL and out of home.
There are a series of 13 short films, which were released on August 10 across television channels. Each of these films showcase stars in their real avatars in sync with the overall brand promise of the channel. These brand films feature Bollywood biggies like Amitabh Bachchan, Ajay Devgn, Saif Ali Khan and Anushka Sharma in the first phase, while Karan Johar, Farah Khan, Akshay Kumar, Sonakshi Sinha, Ranvir Singh and Preity Zinta will be seen in the subsequent phases.
An outdoor campaign featuring Bollywood biggies was launched in four metros on August 12.
Created and conceptualised by Taproot India, the creative agency for UTV Stars, and directed and filmed by the internal media team at UTV Stars, this series of films is backed by the thought that knowing one’s favourite stars up, close and personal is experiential.
Zarina Mehta, Chief Creative Officer – Broadcasting, UTV, commented, “UTV is known for creating innovative, cutting edge products be it channels, movies or TV shows. We believe with UTV Stars we have created a truly stand out brand for our consumers - be it in the logo, packaging and in the very innovative content offering we have created. Our aim is to offer the Indian audiences Bollywood up, close and personal, thereby leveraging the unique vantage point we have of being the producers ourselves.”
Talking about the campaign, Agnello Dias, Chairman and Co-Founder, Taproot India, said, “The entire brand campaign for UTV Stars has been designed keeping in mind the glamorous positioning of the channel. To create something that has a classy appeal and yet connects with the masses was the biggest challenge for us. Having said that, I am extremely glad to have taken up a project that adds so much credibility to our work portfolio.”
Kunal Mukherjee, Marketing Head, Broadcasting – UTV, added here, “The campaign brings alive the moment of contact between the star and his fan and evokes the experiential feeling of what it really means to be up close and personal with a star. This is the access only we can provide as we are a part of the film industry.”
The UTV Stars logo instantly portrays the premium positioning of the channel. It is diamond studded with elements that have been packaged by ‘Thank You’, a well-known agency based in Denmark. The striking packaging of the channel has been inspired by the glitz and glamour, which is the hallmark of Bollywood.