Campaign India Team
Feb 17, 2010

'What I am': UTV Bindass' new campaign speaks through voice of youth

UTV Bindass channel, that targets itself at the youth, has launched a new campaign. Titled 'What I am', the initiative aims to speak about the youth, who are usually portrayed as irresponsible, careless, unfocused, immature individuals, as people who are responsible, morally sound, hard-working, cool and focused about life and their career.

'What I am': UTV Bindass' new campaign speaks through voice of youth

UTV Bindass channel, that targets itself at the youth, has launched a new campaign. Titled 'What I am', the initiative aims to speak about the youth, who are usually portrayed as irresponsible, careless, unfocused, immature individuals, as people who are responsible, morally sound, hard-working, cool and focused about life and their career.

Said Heather Gupta, channel head, UTV Bindass, "Bindass the brand has its own unique attitude; it is targeted at the youth. However, it has always been the case that the youth, our target, has been misunderstood. The campaign we have unveiled voices the youth's thoughts. It says "Don't judge me. I am as I am, take it or leave it."

Watch the TVC here:
 


While the TVC has been developed by the in-house production team at UTV Bindass, the print campaign has been developed by the channel new AoR, Taproot India.

See two of the print ads here:

 
 


Speaking about the campaign, Agnello Dias, founder and chief creative officer, Taproot India said, "We were tasked with finding a voice for the channel that resonated with the youth In India, today."

Dias adds, that contrary to popular perception, it is not easy to be young in today's India. "The combination of expectation, peer pressure, ambition, desire and competition makes for a potent cocktail in the mind of a 20 year old. We thought that if Bindaas could take on an autobiographical tone and become the voice of the TG, saying what they want to tell the world but are never given a chance, it would make for an interesting platform."

"We were very pleasantly surprised at how Taproot cracked the brief, in the first go. The final outcome is very similar to their first presentation they had made to us," Gupta said, about the channel's experience of working with the agency.

Dias said, "Our experience with working for the channel was a revelation to say the least. It told me that the so called 'adult' world is the one who's shallow, for forming their stereotypes about the young based on appearance."

About the insight that led to the campaign, he says, "The insight stemmed from identifying one of the many tension points that young people are confronted with. Misconceptions held by the adult world of being reckless, superficial, shallow and unintelligent came out on top as the most fertile of those tension points."

The commercial, that broke on TV on Monday, will be aired across the entire UTV Network. In addition to TV and print, UTV Bindass will leverage its website www.bindass.com as well as Facebook and Twitter to get the message of the campaign across.
 

 

Source:
Campaign India

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