Indiantelevision.com Team

(5 March 2009 9:30 pm)

MUMBAI: Animax Asia has launched a new brand campaign playing on the theme, ‘Animax. A World Less Ordinary’.

The aim of the campaign is to identify Animax as a destination where anime and real worlds converge into a fun, imaginative and vibrant ‘reality’ for youth and young adult viewers.

Conceptualised by creative agency TBWA, the ‘Animax. A World Less Ordinary’ theme heralds Animax Asia’s year-long plan to "inspire, embrace and introduce" more user-generated content (UGC) on-air, off-air and online.

Off-air, ‘Animax. A World Less Ordinary’ builds on the TV network’s previous brand campaign Be Different which saw Animax pioneer its own fashion design competition ‘Fashion-Ability’ and regional scriptwriting contest ‘Animax Awards’ to encourage viewers to dare to take on challenges even if their chosen paths are ones less travelled.

With the new brand campaign, Animax will organise and support regional youth events as platforms for young people to demonstrate their talents and further grow its on-ground presence.