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UTV awards media buying duties for Bindass to MPG

Indiantelevision.com Team

(28 May 2007 7:30 pm)

MUMBAI: UTV and Astro's Hindi youth GEC Bindass has announced the appointment of MPG, as its media buying agency.

Bindass CEO Zarina Mehta says, "We are delighted to have MPG partnering with us in the positioning of Brand Bindass. What impressed us most about MPG was their ability to blend creative with media innovations in the planning and buying process. This is crucial, given the present competitive environment we operate in."

"It was an exciting and challenging opportunity for MPG to present our case on Brand Bindass. Our approach to strategy was very different and if I may say, really 'Bindass'. Demonstrating understanding of the youth and ways to connect with them; for Brand Bindass to be "their own Brand". The MPG tools were instrumental in giving interesting insights especially for the launch and the positioning," says MPG CEO India Anita Nayyar.

Bindass is scheduled to launch in mid 2007 with an outlay of Rs 2 billion. The brand will span a gamut of entertainment verticals: television channels, a mobile channel, three websites, creation of original games, merchandising, retail & nation wide ground events providing Indian Youth with an array of choices. These include the launch of multiple channels across languages in India and South East Asia.

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