We spoke to Kunal Mukherjee, vice president - marketing at UTV channels, about how Bindass is using social media, particularly Facebook, to build buzz around its new positioning 'Rest Less'.
CI: Tell us about the Facebook strategy you adopted recently?
Kunal Mukherjee (KM): What we did was something called a Reach Roadblock. Every person in the age group of 18-34, who logged into Facebook was exposed to the campaign. Either they would see the brand video, or they would see the offline creative which is there on the hoarding, or they could answer a question on the new tagline of the channel.This was on 24 April. From preliminary feedback we've heard from them, the campaign was extremely successful with 9 million people interacting with the campaign.
We aren't the first brand, though, to do something like this on Facebook.
CI: What else are you doing on the social platform to talk about the new positioning?
KM: There are a couple of things we have lined up: a contest where people have to tell us how they are the epitome of 'restless' to stand a chance to win the prize of going shark-cage diving in South Africa; that is followed by a chance for people who are 'restless' in the music space for a chance to go and see Madonna live in concert in Abu Dhabi. This is followed by a contest for the creative community, which is where we're asking for a rendition of the new broken out logo of Bindass for the chance to win a Macbook Pro. All of these are Facebook-led activities, and they're being conducted in-house.
(Updated: This report was updated to correct an error in the date of BIndass' Facebook Reach Roadblock. The correct date is 24 April, as mentioned now.)