Bindass ties up with CCD for a reality vignette Bindass, the youth entertainment channel from UTV, in sync with its marketing strategy has launched a reality vignette in association with Café Coffee Day (CCD).

The vignette, which is christened as Bindass Reality Table, will be shown from Monday to Thursday at 7:30 pm on the channel, with high rotation throughout the day.

The reality series will have a Reality Booth in the form of a 24-hour camera placed at a CCD outlet where people from all over Mumbai can walk in and do their own thing - share their innermost desires, their fantasies, hidden or unhidden talents or skills, knowledge, an interesting story or incidence, tips or news, or a message to someone in front of the camera.

According to Ashok Cherian, business head, UTV Bindass, "This tie up with CCD intends to make a consumer's interaction with the brand as interesting as possible through the use of innovative ambient media. It has all the right ingredients to create a consumer connect with the audiences thereby strengthening our core brand proposition."

Bidisha Nagaraj, president, marketing, CCD, says, "Ours is a social hub where consumers indulge in self expression. We are always looking for opportunities to offer our consumers a new experience over a cup of coffee. I am sure this association of the two like minded brands will excite our customers and reiterate our shared commitment to them."

The marketing campaign rolled out from February 16, 2009. It will be promoted through all UTV network channels, on radio, through print advertisements and television campaigns, with CCD bringing up the on-ground promotions in its 200 joints across 25 cities.

The show will run till the end of May 2009. Subsequently, the duration may be extended and the scale increased, depending on the response received by it. Also, the tie up with CCD is limited to this period, after which the channel may collaborate with other retail touch points.