Mumbai: Bindass, the 360 degree Indian youth entertainment brand presents the ?Bindass Swarathma Rest Less tour that will take place across 3 cities beginning May 11th 2012. In sync with Bindass? refreshed brand campaign REST LESS, this tour promises to make you ROCK MORE and REST LESS! It does not stop at this! At the end of the tour, Swarathma will put together an exclusive ?Bindass anthem? that captures the REST LESS spirit of the youth; the composition will be based on the bands interaction with youngsters during their multi-city tour.

The Bindass Swarathma Rest Less Tour marks the launch of the band?s second full-length album titled Topiwalleh. This album follows their critically acclaimed eponymous debut release in January 2009, which introduced the world to their brand of folk rock and won the band the JD Rock Award for Best Band, Album and Song of the Year.

Commenting on the association of Bindass and Swarathma for the Rest Less Tour, Kunal Mukherjee, Director Marketing, UTV & Bindass Networks ?Bindass as a youth brand has evolved over the years and has become much more than just a television channel. Music is the language the youngsters speak and it is important for a youth brand like Bindass to give them a world class music experience. Folk Rock is an emerging genre and Bindass believes that it has strong following amongst the youth and a band like Swarathma with their unique footprint in folk rock fit the bill. It will also be interesting to see the composition of a Bindass anthem by Swarathma that will resonate the brand?s refreshed philosophy encouraging the youth to do more and rest less.?

Since their first album, the Swarathma has quickly grown to become one of India?s premier live acts, with performances over the world including festivals across the UK, Hong Kong, Singapore, Australia and Morocco. This time around, acclaimed composer/producer Loy Mendonsa worked with the band, helping them polish their new compositions, while retaining the ethos of the band?s identity. This album also represents a subtle shift in the Swarathma sound. While they stay true to their folk roots, the compositions reflect the development in the band members? individual musicality over the last three years.

Girish ?Bobby? Talwar, Co-Founder OML and Artist?s Manager says, ?Swarathma?s Topiwalleh album is going to be like a shot in the arm for the Indian folk rock scene, it?s going to be big. The writing process has been mentored by Loy Mendonsa who is one of the most diverse musicians and producers in our country. Having a brand like Bindass on board only ensures that Swarathma?s unique sound will reach out to the largest group of the coolest people in the country and more importantly, the people that really enjoy Swarathma?s blended genre of music?.

Loy Mendonsa, the producer of the album says, ?They are a great live band with a lot of color and a nice Indian touch to the performance. I have always liked the kind of songs they have written and the social messages their lyrics carry. I have tried to bring in the theatrical angle of their performance into the album? Vasu Dixit the vocalist from the band says, ?It?s great that a popular youth brand like Bindass promotes Folk rock as a genre, this will definitely help us reach out to our audience on a much larger scale. All of us in the band are really excited about the Bindass Swarathma Rest Less tour and more so about the anthem that we are going to put together. It?s the first time that we will document our experiences with inputs from the youth and compose such an anthem?it?s truly going to be a unique sound.?

Mumbai: The United Nations Information Center for India and Bhutan hosted its 2nd Annual Young Changemakers Conclave in Mumbai in partnership with the US Consulate on 14th April 2012. The conclave was presented by Bindass.

Mr Peter Haas, US Consul General and Samyak Chakrabarty, Managing Director, Youth Media Group hosted the evening.

200 young individuals between the ages of 18 to 35 were selected from diverse backgrounds out of the 5000 who applied, to attend this day long event to discuss, deliberate and confer on a wide array of topics while engaging with current day leaders. The key focus point of the Conclave was "Role of Youth: Transforming Dialogue To Action".

Inspirational speakers from various domains of academia, sport, business, technology, politics, music, journalism/media, arts/literature, social change and film were be a part of the 2nd Annual Young Changemakers Conclave in Mumbai. This was followed by a Q&A session and concluded with a ‘Youth Leaders Dinner‘, with a Keynote Address by Anurag Singh Thakur of the Bharatiya Janata Party.

Commenting on the Bindass Young Changemakers Conclave, Keith Alphonso, Business Head, Bindass said, "Bindass as an achiever brand aims to inspire and encompasses qualities like Grit, Style and Success and that‘s what the youth stand for. The youth today exist in an environment of Fragile Invincibility which is comprised of hyper competition across numerous opportunities in a country like India. Yet they are able to overcome the environment and succeed due to a constant spirit of ‘Can do‘. The new brand campaign of Bindass depicts this ‘Rest Less Do More‘ attitude. The Bindass young changemakers conclave was a great opportunity for the youngsters to connect and share their thoughts with eminent personalities on a common platform."

Samyak Chakrabarty, Managing Director, Electronic Youth Media Group and also the youngest CEO in India at 23, has conceptualized the idea of this conclave since its inception, he said, "The 2nd Annual Young Changemakers Conclave has been constituted to enable an interaction between diverse leaders and the next generation with the hope that this dialogue will lead to sustainable social change and awareness"

Also present on occasion was Ms Kiran Mehra Kerpelman, Director, United Nations Information Centre for India & Bhutan who has been recently appointed by UN Secretary General Mr Ban-Ki-Moon.

MUMBAI: Bindass, the first 360 Degree Entertainment Brand for the Indian Youth, will co-author the Indian edition of the book, ?Generation Einstein?, along with the renowned international author and speaker, Jeroen Boschma.

The book describes a new generation, ?Generation Einstein? that was born during the last decade of the previous century. The youth and young adults of today aged 12 to their early or mid twenties represent a new generation with positive characteristics and values which are shared amongst young people all over the world and therefore the first real global generation. The book stresses upon the significance of the youth as an important part of the market. It?s about a faster and more social generation that understands the world better than anyone else. The book aims to decode this generation and help marketers reach out to them.

Mr. Keith Alphonso, Business Head, UTV Bindass said, ?Technology and communications have brought global aspirations to the Indian youth and a lot of the international trends witnessed abroad are evident here as well. But, there is and will always be a certain Indian?ness that sets apart the Indian youngster. Studies after studies show an extremely high level of aspiration and confidence but this is coloured by a certain fragility which is almost unique to India. It is imperative that global brand managers devise their local strategies on these ground realities! Marketers need to realise that the youngsters are very savvy costumers and you can?t reach out to them without understanding their needs. We at UTV Bindass have our finger firmly on the pulse of the youth and understand this Young India. By co-authoring this book with Jeroen we have opened up our vast archive of research based insights to make the book?s Indian Version truly relevant and contemporary. As a part of Bindass Open Source, we believe that by sharing our insights with brands and partners like Jeroen, we will all be able to get a more robust and current understanding of Young India.?

Already published and immensely successful in the international market, the version co-authored by Bindass, will be specific to the Indian market and will speak about the emergence of a global generation in India, their likes, dislikes, lifestyle and what sets them apart from the others. The book will also throw light on the new age communication strategies like ?Increation? which is a more effective method of communicating with a youth segment. The new methodology of research ? INCREATION involves putting many ideas to test, then trying to use the reactions to narrow down the ideas, The researcher will look for over lap on what connects to solutions?leading to that one big insight that results into that one big idea. Young people are ultimately suited to working with in-creation projects. They are extremely creative because of the world in which they live and their present stage of life.

The Indian edition of Generation Einstein also goes on to explain the communication strategies that marketers could adopt in reaching out to the youth with the help of India specific case studies like Tata Docomo, Bindass, Virgin Mobiles and many more.

The announcement of the Indian edition of Generation Einstein is another step by Bindass in creating awareness about internationally recognized methods of understanding and engaging brands in India with this generation, the book is expected to hit stands by end of April 2012.