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UTV’s association with Goafest gets bigger

UTV channels will be present at the annual advertising industry event with innovative activities

BestMediaInfo Bureau | Delhi | April 16, 2012

Extending its two-year association with Goafest, UTV has announced bigger and better plans for the advertising fest this year. All channels under the UTV umbrella – Bindass, UTV Stars, UTV Movies and UTV Action – would engage participants with exciting brand activities, parties, innovative installations, exciting water-based activities, and one aspect UTV cannot miss out on – Bollywood!

Kunal Mukherjee, Marketing Head, UTV Broadcasting, said, “Goafest is one platform where the entire creative and media fraternity comes together. This creates a perfect opportunity for our network to interact with them. With the entry of UTV Stars and the launch of Bindass' new brand campaign, we intend  to bring in more fun and zest with thrilling brand activities like splendid  parties, exhilarating water sports, rollicking rain dance, game kiosks and much more.”

Talking about the association with Goafest in the last two editions, Mukherjee said, “In the previous two years we have consciously taken up all the parties at Goafest.  The Bindass Rain Dance and the movie channels have taken up creative awards and media awards night parties to build direct association in the minds of the trade fraternity. We also provided the best of world cinema through DVDs from UTV World Movies in the first year.”

From April 19-21, 2012, UTV’s channels will be present on all three days. “Since we are relaunching Bindass, the concentration from the communication perspective across the festival will be on this channel, but the other channels in the network will simultaneously conduct activities in line with their respective positioning,” Mukherjee informed.

Bindass will extend its relaunch campaign to the trade fraternity in Goa not only at the main Goafest venue (Zuri White Sands) but will have a prominent presence in South Goa too. Rain Dance, one of main properties Bindass has been taking up every year, will also be supported by a very innovative installation along with distribution of some merchandise such as flip flops and wayfarers.

The Goafest official merchandise will also have the Bindass logo along with generic branding. Apart from this, Bindaas would have a 15x15 feet exclusive installation on the last two days of Goafest. The recycling would ensure generating power through dynamo by cycling during the day with an artistic installation in the centre apart from the Rain Dance on April 21. In South Goa, the outdoor activity will appear in the form of banners on April 20 and 21, apart from Goafest internal activity.

Taking forward the promise of ‘Jeeyo Bollywood’, UTV Movies plans to marry the core proposition of the channel (Bollywood Movies) and the core competency of this fest (creativity). At the Bollywood stall, one can participate and finish Bollywood dialogues in their own way and get a customised T-Shirt with their line and name on the T-shirt, then and there, or play some fun Bollywood games (trivia, dartboard, etc.) and win specially crafted ‘Minimalistic Bollywood T-shirts that will be introduced in the market by UTV Movies at Goafest. There will also be promoters dressed in iconic Bollywood costumes spread across the venue.

UTV Stars, the channel dedicated to Bollywood, would sponsor the Media Night party on April 20, followed by the media night awards. UTV Stars will not only make the delegates dance to DJ Akhtar’s tunes but will have a blue carpet leading the delegates to the main party venue. Before entering, delegates can have themselves photographed with one of the biggest Bollywood celebs (life-size poster). A branded picture will immediately be handed over to them.

Since its launch, UTV Action has taken the on-ground route to let the consumers and trade experience high-octane and action-related activities. This time, the brand will make the audience at Goafest experience UTV Action Water Zorbing Knockout – two players, two zorbing balls and lots of water on April 20 and 21.

With so many activities lined up, “we are sure to make Goafest 2012 bigger and grander than ever before,” Mukherjee concluded.

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