Bindass taps youth spirit, goes ‘Rest Less’ with Swarathma

UTV Bindass seeks to build stronger youth connect by supporting folk rock band Swarathma’s tour for the launch its new album ‘Topiwalleh’

e4m by Suraj Ramnath
Published: May 10, 2012 8:10 PM  | 2 min read
Bindass taps youth spirit, goes ‘Rest Less’ with Swarathma

In a bid to build stronger youth connect, UTV Bindass is supporting folk rock band Swarathma’s tour. The tour, named Bindass Swarathma Rest Less tour, will take place across three cities starting on May 11 with the launch of the concert in Delhi, going on to Lucknow on May 12 and then completing in Mumbai on May 16. This tour marks the launch of the band’s second full-length album titled Topiwalleh.


Commenting on the rationale behind supporting band Swarathma, Kunal Mukherjee, Director Marketing, UTV and Bindass Networks said. “Being a folk rock band, Swarathma has been a hit. We believe they are an upcoming band and in the next two years they will be very popular.”


The tour will not only help the band in promoting their album Topiwalleh but also help Bindass in getting the recognition of a channel that has come forward and taken initiative to support a music band.


Sharing about the marketing plans for the tour, Mukherjee said, “We are sending flyers to various clubs in India. We are also using social media platforms such as Facebook and Twitter, along with UTV network channels for the marketing of the tour.”


Out of the total spends of the tour, the channel is spending around 30-40 per cent on marketing.


Although the tour is not going to be aired on Bindass channel, at the end of it Swarathma will put together an exclusive ‘Bindass anthem’ that captures the restless spirit of the youth. The composition will be based on the band's interaction with youngsters during their multi-city tour. This anthem will be aired on Bindass channel.

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