Bindass is getting Restless!

That India is a market of the future, is further endorsed by the big player in entertainment industry, Walt Disney Company. This media conglomerate, with deep pockets has taken over the controls of all the channels and movie division of UTV Communications.

Making their presence felt, Bindass is using the marketing driver of "Restless" directly pointing out to youth who are innovative, energetic, full of life and rest a lot less, as they are constantly on the move.

A four month extensive qualitative and qualitative research revealed that impatient yet confident youth, between the ages of 17 to 24, also has a seeking spirit with an urge to know more. Said Keith Alphonso, Business Head Bindass channel, that the shifting sands of time necessitated a need to change their logo of last five years from playful optimism to dynamism and vibrancy which is what the young blood is today.

Therefore, Bindass now a definitive youth channel, with its brand values of being "Restless" which will speak for the youth showing them in a more responsible light.

On 28th April, Bindass will launch programmes in the section of "LOL' will give a platform for the youngsters to say what they want. Yet another show where a group with the expert assistance of a psychiatrist help their friend to overcome a debilitative phobia.

With the brand theme of "being Bindass gets you to do what you want to do NOW", the channel simply speaks the language of the youth. Bindass channel will have marketing verticals across all mass media which are youth oriented like you tube, television, web, mobile, gaming, merchandising, events, dance concerts and contests.

The celebration of success with the audience shifting from couch potatoes to vibrant thinking youngsters of today. The logo will mirror the pulsating energy and excitement of the youngsters with the visual appeal. Taproot India is the force behind the vibrant creative's of the new brand campaign that signify the new brand philosophy "Rest-less'.

Changing the look and feel of the channel 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. 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." A comprehensive study showed that confidence and desire to progress was the need of the hour. The over riding philosophy that the youth is impatient and want what they want... instantly.

The logo is dynamic, full of life with a feel of "go-ahead to get-ahead" without getting preachy and patronising.

Shripad Nadkarni, Founder Director at 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."

As for the marketing blitzkrieg, Keith emphasizes on the huge activation in five metro cities and content integration across multiple layers. While communication will be through networks and channels, billboards, events and concerts, you tube and digital platforms. Radio stations will play out a youth anthem on restless. Additionally, there would be in-house contests involving youth and talk shows to guide and mentor our young ones which will be aired on the channel.

Bindass is also pushing into the consumer market with their products and merchandise. Newsletter to get people interested and talking about the new look of the channel.

Vinit, a strapping teenager and a fan of Bindass, loves the new vibrant logo. With programmes like "Dadagiri" and "D3Commando Force" as his favourite, he feels that the new logo defines today's youth. While Nisha, all of 15 years adds that "Beg, Borrow, Steal, is something that she waits for, the new look and feel of the channel is more than welcome. And here she does not speak just for herself but for a lot of her generation.

So, put on your seat belts and soar high... Bindass !