Bindass launches third edition of ‘Bindass Buddies’

Bindass, in association with Axe is all set to launch the third edition of ‘Bindass Buddies’ on a larger scale with activations across 100 colleges in 10 cities, pan India. Starting with Indore, the Bindass Buddies team will travel across Mumbai, Bangalore, Kolkata, Indore, Ahmedabad, Nagpur, Surat, Jaipur and Chandigarh in search of five effervescent buddies, who will then compete to win the 'AXE Lander’ title.

Axe Bindass Buddies will be a platform for a ‘fresher’ to find a ‘buddy’ in their seniors. These ‘buddies’ are the social butterflies of the college, who have that extra zing to impress and have the ‘know-it-all’ attitude to be able to guide and induct the freshers through those initial weeks and keep them updated throughout the year about all the cool things they need to know about their new college and environment.

Spread across two days, the guys are tested for their ability to swoon people with their charming personalities. In the first phase of selection process is on the basis the survey conducted regarding the popularity amongst female counter-parts, wherein 10 guys from each college are selected to compete. They are then put in a tricky situation, from which they have to emerge and encash their cool quotient. The Axe Lander needs to be smart, funny, energetic, and gutsy and has to have oodles of charm. In the second phase, five to seven contestants are chosen based on their performances in phase one, who then proceed to the final college activity. Split across two rounds, the college activity will decide the winner of the coveted Axe Lander title. While, one out the five contestants that are selected is presented with the Axe Lander title, the rest four will be crowned the Axe Bindass Buddies.

Commenting on this activity, Nikhil Gandhi, Executive Director - Youth Channels, Media Networks Disney UTV said, “Bindass Buddies is one of our most successful properties built over the past three years. It started off with insightful research and has met with a phenomenal response connecting with the youth across India. This year, the much awaited property will take a step further to offer the ‘Axe Lander’ an exciting opportunity to undergo six truly exhilarating and “Bindass” experiences throughout the year.”

Each of these Axe Landers from 100 colleges will be entitled to six exhilarating experiences over a period of six months. These experiences could be anything from road trips, tickets to cricket matches, concerts or even the motorsports. The Axe Landers will also get access to the Bindass microsite, where they can share exciting stories of their college online with the rest of the youth - this will be an exclusive URL accessible only to those people who have been nominated as Axe Landers as result of the on-ground activity. The Axe Landers can also post stories about their experiences during the fight for Axe Lander title along with few stories and interesting information on colleges, share news and gupshup and interesting photographs.

These buddies also get an opportunity to up their ‘Social Quotient’ with the help of Karbonn Smart.

This youth connect programme by Bindass is an amalgamation of on-ground, online and on-air elements. With on-ground and online activations initiated in the first phase, the second phase will comprise of a 10-part series of on-air content. Bindass will extend this on-ground property into an on-air property towards the end of March 2013. In addition to the information about the coolest campus Adda’s, funny tete-e-tete with college students, the episodes will also show-case the on-ground activations, eliminations and selections.