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AXN goes for a brand refresh

The channel is all set to revamp its brand positioning from ‘It’s Thrilling’ to ‘Live R.E.D.’ on January 24, 2016

Aanchal Kohli | Mumbai | January 22, 2016

AXN LIVE RED

AXN, known to offer Indian viewers edge of the seat entertainment for the last 17 years, is all set to revamp its brand positioning from ‘It’s Thrilling’ to ‘Live R.E.D.’ on January 24, 2016.

Under the brand refresh, the channel will have a new logo and packaging that will accentuate the colour red, the ethos of which runs in the geometricity of a pyramid – the brand mnemonic. All elements of the channel’s communication including channel packaging, content offering, shows and characters, and consumer benefit will affirm AXN’s brand commitment to Live R.E.D..

With a diverse content offering and consumer benefit brought alive through Live R.E.D., AXN aims to satiate the viewers’ need to watch more intelligent action which evokes a feeling of mind-rush through its shows and characters. 'Live R.E.D.' offers end-to-end synergy to the brand, and the colour red integrated into the new packaging sharply defines AXN’s personality, content, characters, and viewer gratification.

Globally the revamp took place in September last year and the channel was waiting for the right time for India revamp, according to Saurabh Yagnik, Executive Vice-President and Business Head, English Entertainment Cluster, Sony Pictures Networks India.

Saurabh Yagnik Saurabh Yagnik

“A lot of market research took place globally to understand the consumer behavior, growing needs and demands of viewers. AXN has continuously evolved to meet viewer requirements of their changing content preferences. So the whole aim is to take the brand to the next level with a more contemporary positioning and a fresh, new look, to appeal to the discerning audience segments who seek intelligent action,” said Yagnik.

Speaking with BestMediaInfo.com, Yagnik said, “Live R.E.D. will strongly associate with our channel colour and underpin the diversity of our content amplified as Reality, Entertainment and Drama. For example: Dexter as Restless, Sherlock as Eccentric, and Hannibal as Dangerous. The new positioning will also offer the consumers the gratification of Rush, Excitement, Dream.”

To create the necessary buzz the channel will be marketing the new thought with the new promotional campaign which is designed and created by their agency Leo Burnett. The logo is designed by the in-house team. There will be a push on their network and other mediums too will be used.

On AXN’s last year’s performance, Yagnik highlighted that the channel has had an encouraging growth in terms of reach. “We performed well last year. In terms of ratings, since the year saw a bit of stir due to the new measurement system it would be better to let the data settle but the best way to analyse our performance is to track our social media presence. The response has been really great there.”

“AXN has continuously evolved to meet viewer requirements of their changing content preferences. It’s time the brand goes to the next level with a more contemporary positioning and a fresh, new look, to appeal to the discerning audience segments who seek intelligent action. More than just an adrenaline rush, they seek a mind rush while watching their favorite shows and characters. To cater to this mind-set, we have re-calibrated our positioning, brought alive through 'Live R.E.D.' for the entire brand universe in a seamless manner,” Yagnik added.

The brand refresh will go live from January 24, 2016 during the premiere of the most-awaited drama series of 2016, Billions Season 1, coming fresh from the US at 11 pm every Sunday. The show premiere in the US broke all records, becoming the Showtime’s most-watched original series debut ever.

Info@BestMediaInfo.com

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