In a complete rebranding, the channel will be donning a new look, name repositioning. The creative mandate for the identity change has been taken care of by Taproot India
Ananya Saha | Delhi | April 12, 2012
Based on a three-month research across metros and mini-metros, the youth channel from UTV stable – UTV Bindass – is all set for a complete rebranding. On April 16, UTV Bindass will unveil its new positioning, dynamic logo and new motto. It will also undergo a name change post the acquisition by Walt Disney.
“It will be a switch-off, switch-on situation as far as revealing the new brand identity is concerned. The audience will switch off old UTV Bindaas on April 15 and when they switch on their television sets, Bindass will have a new feel to it. From an entertainment channel, we will clearly position ourselves as a youth brand,” said Keith Alphonso, Business Head, UTV Bindass.
Come April 16, the logo of Bindass will change from static to dynamic and the positioning of Bindass will change to that of a purposive brand. The communication campaign, announcing the new brand positioning, will also roll out. “We have redefined the brand for a broad-based approach to reflect the multiple businesses that we will enter in the next 18-20 months,” informed Alphonso.
Shripad Nadkarni, Founder Director, MarketGate Consulting explaining the reasons for Bindass’ transformation, said, “In the last four to five years, India’s youth has changed drastically. They have moved from passive optimism to one of positive aggression. Hence, we will be repositioning the channel as ‘Rest-Less’, which implies how the youth of India actually rests less and how they are restless for success. We decided to reflect this spirit of purposive dynamism into the brand’s refreshed positioning.”
Taproot India is the force behind the new brand campaign that signifies the new brand philosophy ‘Rest-less’. Agnello Dias, Chairman & Co-founder, Taproot India, said, “A key trait that marks youth behaviour today is a sense of constant motion. This non-stop motion, well-channelised, is the new objective ideal. The bubbling undercurrents of discovery, exploration, invention, challenge, action seem to top that list. The new brand campaign for Bindass captures precisely this – that the youth today are restless and actually rest even lesser. We had earlier worked on Bindass’ immensely successful ‘What I am’ campaign, which really caught on with the youth. This time around with ‘Rest- Less’, we hope to continue connecting with them yet again.”
Bindass plans to extend its channel offering to multiple touch-points of on-ground event franchise, branded consumer products and digital. The 13-14 weeks of communication and marketing activity would be split into two phases. The first phase of the communication will begin from outdoor media and then move on to print and digital, with the FaceBook and YouTube pages of the brand being repositioned. The second phase would showcase ‘Live Out Loud’ and ‘Fearless Fun’ campaigns. “We will be using the disruptive strategy to capture the youth through these campaigns, which would include 250+ strong flash mobs too,” Alphonso said.