Marketing the Bindass way



The Marketing and New Media strategy for launching Bindass adopts a 360* approach and is designed to touch the TG at various points. It includes a first of its kind national contest, ground events across 7 cities and 200 colleges and specialized mobile content.


The national hunt Bingo Bindass Go to Space Contest, sponsored by ITC’s Bingo the launch vehicle for Bindass will give a young Indian to be India‘s first space tourist on board RocketPlane XP, based in Oklahoma Space City. The search for the lucky winner will begin on September 24 when Bindass starts airing the questions, which take the contestants one-step closer to space.


Contestants have to register their particulars, viz. Name, Age, Sex, Email, Phone and City through SMS or on 6 questions will be aired beginning Sept 24 on the TV channel Bindass and also on Further, contestants can send an SMS ‘BS’ to 59995 or dial 5059995 on their landlines to get access to the questions. Every week there would be 1 question and contestants have to get one of the 6 questions right to be eligible for the auditions which will be held in Mumbai, Delhi, Kolkata, Bangalore, Ahmedabad, Pune and Lucknow. The time and exact venue for the auditions will be informed to the short-listed candidates.


To promote Bingo Bindass Go to Space Contest a number of ground events have been scheduled. These include, a biker in a space-suit moving around the 6 cities (excepting Mumbai), touching 7-8 locations there, pub-crawl in 3 cities viz. Mumbai, Delhi and Pune over the coming weeks where men from space visit the city and men from mars reach out to women. Also, college contact programmes in 200 colleges across the 7 cities have been planned to promote the contest. It’s also tied up with PVR chain of theatres for in multiplex promotion of the space contest.


Bindass is the first GEC to launch its content on mobile TV. Partnerships with Airtel, Hutch, BSNL, IDEA, BPL, Aircel, Spice Telecom and MTNL enable us to bring repurposed content, aggregated content and content exclusively created catering to the requirements of the TG, to Bindass subscribers. Further, IMI Mobile are the partners for technical integration and handling the backend for SMS on 59995 and On Mobile Asia Pacific for technical integration and backend support for IVR services on 5059995.


Apart from regular Bollywood ring-tones and CRBT’s and wallpapers, key differentiated content is available on short codes 59995 on SMS and 5059995 on IVR. Characters from Bindass TV shows figure prominently on mobile. Thus, Shakira, India‘s first female action hero, has her own game, ring tones, alarms, dedications, wallpapers, themes etc. on mobile. There are Chotesodes of Mantra and Anirudh from Lagegi on mobile. They are also the hosts of IVR services. Humour is a key factor for mobile content. Even astrological service on IVR comes with a dose of humour. Also, some very exclusive applications are in the process of development.