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Youth entertainment channel Bindass from the UTV stable will embark on a series of immersion studies to understand the relationship of youth with various product categories, starting with mobiles and cellular services.
The studies, branded Bindass Connect, will be conducted by a qualitative research agency from September.
The channel will bring together 20 marketing professionals, including brand managers and advertising professionals, alongside a sample of 30 respondents for the first study.
“Youth is critical as a primary or secondary target group (TG) for most brands today. And youth share a strong ‘relationship' with their mobile phones and handhelds. There is a very high level of personalisation and involvement with the gadget and service. The mobile being a critical medium for the youth, the study has evinced interest not just in its category but also from brand managers in FMCG companies,” said Mr Keith Alphonso, Business Head, UTV Bindass, on the choice of category for the first study.
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