UTV Stars has tied up with IIFA (International Indian Film Academy) to take its brand property ‘Walk of the Stars’ a notch up in its on-ground presence.
The channel, that has completed almost a year on television, has undertaken various initiatives in line with its brand proposition of being the ‘official channel of Bollywood’. ‘Walk of the Stars’, launched in Mumbai during the celebrations of 100 years of Bollywood, is one such initiative. “The property has become a landmark. The logical move to take it to the next level was to associate with relevant platforms across the globe that connects to Bollywood,” said Nikhil Gandhi, Executive Director & Business Head, Youth Channels – UTV Media Networks.
IIFA, given its platforms such as IIFA Awards for the Indian film industry, was seen as an apt fit. UTV and IIFA joined hands to create ‘UTV Stars IIFA Walk of the Stars’. The association would be unveiled at the forthcoming IIFA Awards in Singapore, where UTV Stars and IIFA would be felicitating Bollywood names of yester years.
Gandhi said, “IIFA was a perfect fit because it creates value back to Indian cinema and film industry and we have a similar objective of celebrating Bollywood superstars.”
Following the unveiling at the IIFA Awards, the celebrity hand impressions that will form part of the UTV Stars IIFA Walk of the Stars would be housed at the Kingdom of Dreams in Gurgaon.
“We are working on taking Walk of the Stars to different properties across the globe. Various countries, such as the United Kingdom, are already in conversation with us for this. Bollywood is becoming a strong connecting point for the growing Indian and movie-lovers diaspora across the globe. With Walk of the Stars, we are able to give it a more permanent stature and an on-ground which is in sync with our brand promise of touch, feel and belief and bringing fans closer to their stars,” said Gandhi.