Synonymous with grit, style and success, Bindaas, the youth channel from the UTV stable, has donned a new brand identity of being ?Rest Less?. This mega transformation involves a new brand campaign that positions Bindass as a brand that encourages youngsters to achieve their dreams.
Says Keith Alphonso, business head, Bindass, ?As we grow from being India?s premier youth channel to being India?s premier youth brand, it became imperative to redefine our brand DNA. As brand Bindass, we have to keep pace with the changing youth landscape in order to stay relevant. This is the third phase of the entire brand plan.?
In 2007, the youth channel was focused on building the brand in the form of a unique content provider. In 2010, it consolidated the entire show roll-out and moved into an attitude-based thing, which was called ?Bindaas- What I Am.?
?In 2011, we wanted to take a larger stake of the entire youth that is available. This broad basing of our brand is centered around celebrating success by offering youngsters a Bindass call to action ? Rest Less, Do More and you will succeed,? adds Alphonso. The new brand campaign of Bindass celebrates this ?Rest Less Do More? attitude of youngsters. There are also multiple renditions of the Bindass logo. In sync with ?Rest Less? the logo no longer remains static and is constantly changing that highlights the new positioning.The ad campaigns will also see renditions of this logo with an all-new packaging.
The new brand positioning is based on an extensive research across metros and mini-metros by market consultancy firm MarketGate. Shripad Nadkarni, founder director, MarketGate Consulting, 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.?
Taproot India is the force behind the creatives of the new brand campaign. Agnello Dias, chairman and co-founder, Taproot India, 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-channelized is the new objective ideal. 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.?
The new positioning would also be reflected in the programming strategy of the channel. The first show that takes the ‘Rest Less’ philosophy forward will be Live Out Loud ? It’s Now or Never that premieres on Bindass on April 28. The show will give a platform for youngsters to say what they want with help from the Bindass Dance Squad. Another show which will be launched in July is Fear Less, wherein a group of friends under the expert assistance of a Bindaas team will help a member of the group overcome a debilitative phobia.
The new brand identity will be supported with a host of marketing initiatives. The campaign has two parts namely the ?Rest Less? campaign and a follow-up for the launch of Live Out Loud. Rest Less is an outdoor-led campaign, followed by print which will be supplemented by a road block on Facebook, where Bindass will own Facebook for an entire day and leverage the platform to spread the message of ‘Rest Less’. Bindass Dance Squads will be held across various cities to promote the Live Out Loud show. Through this event, Bindaas will attempt to enter the Limca Book of Records for the largest dance squad ever. The brand unveiling would be followed by extensive outdoor campaigns across Mumbai, Delhi, Bangalore, Kolkata and Pune.