UTV Bindass, an Indian youth entertainment brand, is all set to undergo a mega transformation beginning April 16, 2012. The transformation will involve a new brand campaign that will position Bindass as a brand that encourages its core target audience – youngsters between the age group of 17 and 24 years – to act now to achieve their dreams.
UTV Bindass in association with MarketGate Consulting carried out an in-depth youth research to chart the key elements that the channel could use in its rebranding exercise. Talking about this, Shripad Nadkarni, Founder Director at MarketGate Consulting said, “Our consumer research indicated that the youth has moved beyond passive optimism and are bustling with ideas and have a sense of urgency attached to their ambitions. We decided to reflect this spirit into the brand’s refreshed positioning.”
The fresh positioning is reflected in the new motto of the brand, ‘Rest Less’ – There are those who rest less and then there are the rest. The new logo aptly demonstrates this message.
Commenting on re-branding development, Keith Alphonso, Business Head, Bindass said, “We wanted to broad base our focus of just being a youth entertainment channel to a youth entertainment brand that involves our TG in every aspect of the brand presence. With the motto of ‘Rest Less’ we look forward to reach every touch-point where our TG is present and involved.”
Taproot India is the force behind the vibrant creatives of the new brand campaign, whereas the digital activities will be developed and executed by an in-house team.
Elaborating on the creatives of the campaign, Agnello Dias, Chairman and Co-Founder, TapRoot India said, “A key trait that marks youth behaviour today is a sense of constant motion; everyone is either going somewhere or doing something all the time. Settling down is fast going down in the priority list. 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 ‘Rest Less’ and actually rest even lesser. We had earlier worked on Bindass’ immensely successful ‘What I am’ campaign as well that really caught on with the youth and this time around with ‘Rest Less’ we hope to continue connecting with them yet again,” added Dias.
The channel will soon roll out an advertising campaign and is all set to air two new reality shows to show the spirit of transformation. The channel will also develop five new short-format shows exclusively for YouTube.