MAM

Bindass to shed UTV name, go ?Rest Less? from 16 April

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2017/12/21/bindass.jpg?itok=mGB6-M5b

MUMBAI: Youth channel UTV Bindass is in for a makeover as it drops ?UTV? from its name, dons a new logo and changes the tag line to ?Rest Less? from 16 April.

The channel, falling under the complete control of The Walt Disney Company India with UTV founder-promoter Ronnie Screwvala at the helm, will have 133 variations of the new ?dynamic? logo.

?Bindass as a brand has grown over the years. Today it is not just a television channel and we are going to promote it that way,? Bindass business head Keith Alphonso tells Indiantelevision.com.

The channel will launch a new brand campaign created by Taproot India. ?On 16 April, Bindass is set to undergo a mega transformation with a a new brand campaign, created by Agnello Dias (Taproot India). The new motto - Rest Less ? perfectly symbolises the new identity rest less and do more. It is all about let?s do more, be it action, fun? Bindass is the brand that will get you there,? Alphonso adds.

The channel has decided to undergo the repositioning after a research that the company conducted with MarketGate Consulting. Alphonso stresses that the research has suggested that there is a clear need gap and Bindass aims to fulfill that.

MarketGate Consulting founder director Shripad Nadkarni says, ?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 of purposive dynamism into the brand?s refreshed positioning as we believe the Indian youth is in the middle of one of the most exciting times.?

The channel will also kickstart its marketing campaign on 16 April.

Taproot India chairman and co-founder Agnello Dias says, ?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. This non-stop motion, well channelised is the new objective ideal. Settling down is fast going down 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 which really caught on with the youth and this time around with Rest Less we hope to continue connecting with them yet again.?

In a bid to move beyond TV, Bindass is also planning to launch separate divisions for events and products and services. Though the plans are in formative stages, Alphonso confirms that events division will focus on creating tent-pole on-ground IP properties. From conceptualising to execution, the events division will work on properties, which can be scalable on a year-on-year basis, he adds.

Meanwhile, the company has identified six categories of product and services. While it is planning a range of apparels and accessories, the services will include holiday services, Bindass style.

On the content front, the channel will launch two new reality shows soon. On 28 April, it will launch Live Out Loud, a 10 episodic series in which one person will be made to overcome fear by saying that one thing he or she wanted to say.

This will be followed by another show Fear-Less in July, wherein participants will be helped by their friends to overcome fear of height, water or other such things which result in not enjoying life to the fullest.

Bindass is also betting big on the digital front and from 16 April, the whole look and feel of the brand in the digital world will also get a makeover. It will make its presence felt on all the social media platforms including Facebook, Google Plus, Twitter, while a special channel for Youtube will be created with exclusive content, Alphonso adds.

Bindass fights in a market which is too cluttered with youth and music channels including MTV, Channel [V], Mastiii, and 9XM.

Bindass was launched in September 2007. It adopted the brand values of youth - fun, frank, and fearless ? and built it as a platform to catch its target audience using TV, movies, web, mobile, ground and campus activities. Later it changed the positioning to ?What I am?.

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/23/arrow-compaign.jpg?itok=hgSCbNkz
Arrow says, 'best is yet to come' in latest campaign

Marking its 25th anniversary in the country this year, Arrow continues to stand tall for its contemporary, timeless and classic workwear; one that India has loved it for.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/23/shop.jpg?itok=NhA_IFk2
This Diwali, Shopmatic helps you set up your online shop at just INR 4400

With online shopping being in the rage around the seasonal festivities, international e-commerce company Shopmatic is giving small businesses a golden chance to participate in the frenzy by setting their digital shops.

MAM Marketing Brands
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/23/itw.jpg?itok=D5dXtdsI
ITW Consulting Associates with Cricket South Africa for The Commercial Syndication of The MSL T20 League

ITW Consulting, India-based Sports management company through Global Sports Commerce (GSC), has acquired On-ground Rights, Sponsorships and Broadcast Productionfrom Cricket South Africa

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/23/ted.jpg?itok=OPVUOO3j
Mumbai Gears Up For The 10th Edition of TEDxGateway 2018 as 20+Speakers Take Center Stage

If there’s one platform that brings masterminds together from various walks of life, the first name that comes to mind is TEDxGateway.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/23/alok.jpg?itok=MAB2VkqM
Initiative appoints Alok Sinha as chief strategy officer

IPG Mediabrands has appointed Alok Sinha as chief strategy officer in line with the agency’s transformational vision merging legacy with new-age dynamism.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/23/Anita%20Nayyar.jpg?itok=W6JCIGF0
Anita Nayyar elevated as CEO of Havas Media Southeast Asia

Havas Group has promoted Anita Nayyar as CEO of Havas Media Southeast Asia on the back of an accelerated growth strategy in the region. This is in addition to her role as CEO of Havas Media India.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/23/Vivek-Katoch.jpg?itok=V7AcuoPj
Guest Column: The changing landscape of 'Festive Marketing'

Festive season is a time when marketing spends by brands shoot through the roof – and for good reason. This is the time when most high-ticket purchases are made, or if not, influenced. Because of these, most products have huge discounts going on their platforms or brands.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/22/lebels.jpg?itok=VW9P_FKa
Publicis.Sapient launches campaign with The Humsafar Trust

Publicis.Sapient, the digital business transformation hub of Publicis Groupe, has launched a short film, #PeopleNotLabels, in partnership with The Humsafar Trust, India’s oldest LGBTQ organisation.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/22/amir.jpg?itok=EQqQGKB-
Datsun appoints Aamir Khan as face of brand

Datsun has announced actor Aamir Khan as its brand ambassador in India.

MAM Media and Advertising People

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories