Youth entertainment channel UTV Bindass has appointed Bollywood actor John Abraham to endorse its first corporate social responsibility (CSR) campaign, ‘I Change – India Changes’.
The first phase of the initiative will kick off with the 360 degree nationwide campaign – ‘Ungli Utha Bindass’ – that aims to educate young Indians on the power of voting.
As part of the initiative, ‘I Change’s’ has also tied up with Jaago Re website, to power voter registrations, provide important information on voting such as myths, FAQs and the latest election news.
Bindass CEO Zarina Mehta said, “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.”
John Abraham said, “I have believed in the power of the youth and the contribution they can make to the system as they are the future.”
UTV Bindass is also introducing an initiative called “Natak Kar, Desh Badal” (Bindass campus theatre). As part of this initiative, it will invite colleges from across six cities to present street plays on the initiative of ‘voting’.
One finalist from each city will be selected. The six finalists will get to showcase their skits to a panel of youth parliamentarians and a DVD of the winning performance will be shown exclusively to the PM. The channel claims that the next phases of the initiative will look at other issues affecting the youth of today such as global warming and corruption.
Mehta added, “After ‘voting’, we would continue to identify issues that affect the youth and create platforms for their opinions and action. In this initiative the ‘buck stops at me’,”