MUMBAI: UTV Movies and PVR Cinemas have launched the Jeeyo Bollywood Awards.
 
Jeeyo Bollywood Awards will be the first of its kind to give the common man not just an opportunity to vote for their favorite stars but a few lucky ones get an opportunity to meet and personally hand over the award to them.
 
Voting commenced on 17 March. 9 categories of awards are open to the
Public, while the category of Sensation of the year invites votes exclusively from trade.
 
To ensure optimum visibility and reach, UTV Movies has formulated a 360
degree marketing plan, across platforms spanning the outdoor, radio, print, new media and on air medium. The high intensity campaign includes ads in print and trade media, an extensive outdoor plan that encapsulates hoardings, internal branding trains, branding in malls, bus shelters and bus backs as also branded kiosks placed at strategic locations. Screens across McDonalds and Café Coffee Day outlets in the city will air the awards promos. In a unique move, UTV Movies has also tied up with 4 outlets of Croma, across Mumbai and Delhi that will air promos across all the displayed TV screens.
 
PVR Cinemas, the co-owner of Jeeyo Bollywood Awards will also deploy ambient branding across 142 screens in 33 theatres, covering 18 cities, through standees, in negative role scrollers, hoardings, cinema slide promos and more. Voting booths will also be placed atcomic role theatres where the public can personally cast their vote. Additionally UTV Movies will also launch an extensive online campaign with Facebook to engage viewers and encourage year to vote.
 
UTV Movies marketing head Kunal Mukherjee says, “The format of the awards takes forward the channel’s brand proposition of Jeeyo Bollywood – living the Bollywood dream. Viewers being the real judges of the popularity of a star or the success of a film, it is their votes that will decide on the deserving winners. Though in its first year, we are sure of receiving a good response from ardent fans who would not want to miss out on a dream opportunity of personally honoring their favorite stars.”
 
PVR Cinema CEO Gautam Dutta said, "This is a unique and one of its kind initiative that we have undertaken in association with UTV Movies. We are really excited about this new award concept. We are making the process of voting really easy and simple for anyone who wants to vote and gain a chance to handover the award to his or her favorite star. I am positive of a great response from our target audience once the voting lines open. "