Dadagiri 2 changes Bindass’ fortunes
Bindass, the youth channel from UTV stable has risen in popularity and claimed the number 1 slot amongst all youth channels with a whopping 21.5 GRP’s. With this the channel has established its lead amongst the key TG of the youth channels namely CS 15 – 34 ABC HSM.
Hero Honda Hunk Bindass Dadagiri 2 The meanest show on Indian television launched with a bang, and has already become the highest rated show among all youth channels with a TVR of .54. All the airings of Dadagiri and Dadagiri uncut put together in the past week gave us 7.9 GRPs. All episodes of Dadagiri collectively reached 4 million youth of the country in two weeks of its launch translating into 12.6% of the TG CS 15 to 34 ABC in HSM. Infact in CS AB 15 to 24 HSM 1 mn+, which is the core TG of the channel, Bindass has touched 41 GRP’s.
Besides the huge change in scale of this season of Hero Honda Hunk Bindass Dadagiri, the show is being supported by a 360 degree robust marketing plan worth 4 crores which has been executed using a mix of various media including TV, outdoor, radio, print, web, multiplex, trade and BTL across 23 cities.
Heather Gupta, Channel Head, Bindass says, “The numbers are out and they are telling a clear success story for Bindass. Bindass is all about being fun, fearless and Indian in all that we do, and its the ‘Bindass’ attitude that the Indian youth has loved. Viewers are pouring in majority from the key Hindi Speaking markets. Our new strategy for the channel is to deliver what the viewer has never seen or experienced before and we are sure that this will keep them ‘Bindass’.”