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Bindass (also known as UTV Bindass) is a Hindi entertainment channel in India targeted at Indian youth. It was launched on 24 September 2007 under CEO Zarina Mehta. Bindass is defined by its brand values of being Fun, Frank, Fearless and Free. It is India's first 360 degree brand with verticals across television, web, mobile, gaming, merchandising & nationwide ground events. In February 2010, Bindass launched a new campaign titled "What I Am" which aimed at speaking for the youth of India, and dispel popular misconceptions about their attitude towards responsibilities

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