Media agency World Media Connect (WMC) has won the marketing contract for newly launched UK TV Bollywood channel, UMP Movies.

As part of the deal, World Media Connect will create awareness of the UMP Movies brand, plus push the channel in the saturated market, while Sky Media will continue to sell airtime for the channel.

According to sources, UMP Movies has a very aggressive first campaign and will be marketed at various London underground stations, bus stops, and buses in London and in the Midlands, supported by print, online and radio campaigns across UK. UMP movies will also be advertised in Bollywood screens across the major cinema chains during the soon to release mega film ‘Agneepath’.

UMP Movies launched in December last year and is the only free-to-air digital Bollywood movie channel to be available. UMP Movies is owned by UTV Entertainment Television Limited. The channel was forced to change its name to UMP Movies due to legalities with another channel of the same name in UK/Europe.

World Media Connect handles the sales/marketing of Imagine Dil Se, Music India and the soon to re-launch 9XM channels.

The first major marketing initiative for UMP Movies rolls out later this week.

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UMP Movies makes UK launch on Sky Digital