AXN India has been rebranded with a new edgy logo and tagline called LIVE R.E.D which stands for Reality, Entertainment and Drama. The change will come into effect from 24th January with the premiere of the popular drama show called Billions at 11 pm, every Sunday. In March they will bring the latest season of The Voice
This step is part of the channel’s global roll out that includes a new logo and graphic elements that took place last year. “Packaging elements are completely global. But adapting to what we stand over here is what we worked internally with Leo Burnett agency. It took us a year and a half to conceptualise and execute it,” says Saurabh Yagnik, Executive Vice-President and Business Head, English Entertainment Cluster, Sony Pictures Networks India (SPN). 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.
"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 favourite shows and characters. To cater to this mind-set, we have recalibrated our positioning, brought alive through LIVE R.E.D. for the entire brand universe in a seamless manner,” explains Yagnik.
“LIVE R.E.D. will strongly associate with our channel colour; also underpin the diversity of our content amplified as Reality, Entertainment and Drama; helps define our characters (example Dexter as Restless, Sherlock as Eccentric, and Hannibal as Dangerous); and offers the consumers the gratification of Rush. Excitement. Dream.). LIVE R.E.D. offers end-to-end synergy to the brand and the colour RED integrated into the new packaging sharply defines our personality, our content, our characters, and viewer gratification.”
Right now the channel has several challenges lined up. “Biggest one is how do we keep ahead of the curve. We need to get the best shows in the channel and keep alive our positioning. The biggest task I have set out for us is building show and character association with channel and buying the right content and putting it on air,” Yagnik lists them down.
The channel is leveraging SPN’s network, social media and digital platforms to reach out to the right audience. The channel currently has 28 per cent market share in English entertainment cluster.