Lemon takes over AXN account from Touche

MUMBAI: Mumbai based Creative agency Lemon has bagged the AXN account, earlier handled by Touche since 1998.

Media reports, quoting AXN Asia vice-president (marketing) Gregory Ho, say that the channel's emotive appeal (‘Need That Buzz’) and brand positioning of ‘Heart of action plus adventure’ will be retained, while Lemon's brief will be to bring out more clearly the personality of the brand. AXN also plans to undertake a brand-audit in 2003, as earlier brand audits have revealed a confusion about the identity of the channel. AXN now needs to sharpen the message about AXN’s brand values, the report quotes Ho as saying.

The channel now wants to remove the impression of being merely a movie channel and focus on building awareness about action and serials (like the forthcoming Alias) which ensure consistent viewership for the channel.

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