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Bindass launches "I Change. India Changes" movement - Sathish - 02-28-2009

UTV Bindass, the youth entertainment channel from the UTV Network, has launched "I Change. India Changes" movement, which aims to reach out to the youth and take up issues concerning the young in India. UTV roped in John Abraham to associate with the cause.

The first initiative under this movement is called "Ungli Utha Bindass", which aims to promote awareness among the youth about how their vote can make a difference. The campaign is supported by a multimedia campaign and has been conceptualised by a team at UTV Bindass along with Grey India.

Zarina Mehta, CEO, Bindass, says, "The youth feel there is a very strong need for a change, however it's always easy to blame the system and not take responsibility. Under this initiative we are, for the first time, urging the youth to be participative in the change they want to see and providing them a platform to express themselves on issues that affect them the most."

Zarina continues, " With the elections around the corner 'Voting' was an obvious choice under the movement I Change – India Changes. After voting we would continue to identify issues that affect the youth and create platforms for their opinions and action."

The reason behind the move is simple to understand as 30 per cent of the total voting population is within the age group of 18-30 years, and only 25 per cent of this population are registered as Voters. Out of this base, only 50 per cent vote, which means that voting is restricted to only 12.5 per cent of the youth population base.

Since the youth is very active on the digital medium, a website has been created ( to provide a platform to voice opinions. The website also provides relevant information regarding the elections, such as Know Your Neta, wherein profiles of politicians are uploaded. There are interactive sections, such as videos, as well.

Ungli Utha Bindass has been executed in a cheeky and a fun way. The channel wanted to showcase that the finger stands for voting and that voters can point their finger at the politicians, if they do not fulfil the promises they made before the elections.

A massive below the line (BTL) activity has also been chalked out to increase awareness called Natak Kar, Desh Badal (Bindass Campus Theatre). The channel will invite 70 colleges across six Indian cities to present street plays on the theme of voting.

Teams from each city would be judged by a panel of celebrities, social activists and theatre personalities. One finalist from each city will be selected, and the winning performance will be recorded on a DVD and shown to the Prime Minister.