UTV Stars has launched on Indian televisions, and a new brand campaign aims to drive more viewership to the channel. The campaign is a 360-degree one, encompassing television, print, radio, internet, billboards, mobile, BTL and Out of Home.
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Created and conceptualised by Taproot India, and directed and filmed by the internal media team at UTV Stars, the series of films which are part of the campaign are based on the thought that knowing your favorite stars up, close and personal is experiential.
Zarina Mehta, chief creative officer – Broadcasting, UTV said, “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.”
Talking about the campaign, Kunal Mukherjee, marketing head, broadcasting - UTV, said, “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.”
The UTV STARS’ logo has been packaged by ‘Thank You’, a Denmark-based agency.