UTV Action goes in-store, 'hair' and now

The channel has branded 550 men's salons across 11 cities in the country, in order to reach out to its core audience.

UTV Action, the high octane channel, has adopted an innovative technique to reach out to its male viewers across the country. The channel has launched a campaign which includes in-salon branding of 550 men's salons for a month in order to capture the attention of the average male viewer frequenting these salons.

Spread across 11 cities including Mumbai, Delhi, Chandigarh, Kolkata, Pune, Surat, Patna, Ahmedabad, Kanpur, Lucknow and Jaipur, the initiative targets 50 high-end and medium sized salons in each city.

The in-store branding involves branded aprons, mirror stickers and branded seat backs. Certain special outlets will also have their doors and window panes branded by UTV Action.

UTV Action airs fast-paced and high-octane Hollywood movies dubbed in Hindi, alongside some of the latest action movies from Bollywood. It has shown movies such as Rambo 4, Blade Trinity, Spiderman, Hancock, Ocean's Eleven, Demolition Man, The Specialist and 300.

Kunal Mukherjee, marketing head, UTV Action, says that through these salons, the channel is able to reach out to its core audience who are largely men.

"The idea for this campaign stemmed from the fact that at salons, men have leisure time on hand," adds Mukherjee.

The channel has also created various touch points through these branded salons. In addition to the branded items, the UTV Action channel will be constantly aired in the salons that have television sets. Park Avenue gift sets, co-branded by UTV Action, will also be available at these salons as a part of the initiative.