Niraj Rathod
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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
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
