UTV Movies says "Jeeyo Bollywood"

With the second edition of the campaign, the movie channel is eyeing to reach out to the audience in mini metros

UTV Movies is all set to launch Phase 2 of its campaign titled "Jeeyo Bollywood". The campaign reaches out to the channel's viewers during the festive season, comprising festivals such as Navratri, Durga Puja, Dussera and Diwali.

The first leg of the campaign was rolled out in June, celebrating the re-branding exercise undertaken by UTV.

Commenting on the need for the second edition of "Jeeyo Bollywood" campaign, Kunal Mukherjee, head marketing, UTV Movies, says, "The communication message at the heart of the entire campaign is to express Bollywood inside you. The previous campaign primarily celebrated the new look that the movie channel got to don as part of the entire UTV group re-branding exercise. Last time, we only covered metros. With the second phase of the campaign, we are reaching out to our audience in the mini metros as well."

In comparison, the first phase of the campaign saw the movie channel reaching out to its audience through mall activation. For the campaign, it used the theme of Bollywood sets. The campaign covered about nine cities.

The first phase of "Jeeyo Bollywood" campaign by the movie channel was extensively supported by heavy advertorial-led advertising through a tie up with the Hindi publication, Dainik Jagran. The channel reached out to consumers in 19 cities through its advertorials in Dainik Jagran.

The two month campaign will see the channel bringing out exciting changes in its programming by showcasing some of its best titles in the 8 pm slot. Additionally, this time band will also be promoted heavily in various places through special programming on radio.

While the focus of the first campaign was on metros, with the second phase of the campaign, UTV Movies is going regional. The channel has tied up with Dandiya festivals in places including Ahmedabad, Surat and Baroda. In Mumbai, it is engaging the audience with 'auto-bhopu' activation, with a catchy jingle playing in the background. To create buzz around the campaign, the channel has put up hoardings at 119 sites spread across 75 towns.

For Delhi, UTV Movies plans to reach out to 55 day bazaars spread out across the city. The 11 day initiative during Diwali will see the channel conducting an activity called Feet on Street, which will see people playing various Bollywood based games and walking away with UTV Movies goodies.