AXN refreshes brand positioning with Live R.E.D. proposition

AXN has launched a new brand positioning today that aims to offer more ‘intelligent’ action which evokes a mind-rush as against an action-backed adrenaline rush.

All elements of the channel’s communication, including channel packaging, content offering, shows and characters, and consumer benefit will affirm AXN’s brand commitment to Live R.E.D. The new logo and the packaging will accentuate the colour red, the ethos of which runs in the geometricity of a pyramid – the brand mnemonic. The new brand expression will bring alive the channel’s diverse content offering – Reality, Entertainment, Drama, and the consumer gratification of Rush, Excitement, Dream through its characters and shows.

The change will come into effect from January 24, 2016, during the premiere of drama series ‘Billions’ Season 1, coming ‘Fresh from the US’ at 11 pm, every Sunday.

Commenting on the new positioning, Saurabh Yagnik, Executive Vice-President and Business Head, English Entertainment Cluster, Sony Pictures Networks India, said, “AXN has continuously evolved to meet viewer requirements of their changing content preferences. It’s time the brand goes to the next level with a more contemporary positioning and a fresh, new look, to appeal to the discerning audience segments who seek intelligent action. More than just an adrenaline rush, they seek a mind rush while watching their favourite shows and characters. To cater to this mind-set, we have recalibrated our positioning, brought alive through Live R.E.D. for the entire brand universe in a seamless manner.”

He added, “Live R.E.D. offers end-to-end synergy to the brand and the colour red integrated into the new packaging sharply defines our personality, our content, our characters, and viewer gratification. We look forward to a very exciting year on AXN with a contemporary new brand positioning and providing a truly Live R.E.D. experience.”