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