UTV Bindass dons a new identity

The attempt is to retain the sharpness of the brand while adding an overall 'purpose' to the brand identity and the TG.

UTV Bindass, the youth channel from the UTV stable which was recently acquired by Walt Disney, has decided to don a fresh brand identity in a bid to keep pace with the ever-changing outlook of its core audience set.

Come April 16, the channel will do away with UTV from the brand name and embrace a new tagline that states, 'Rest Less' instead of the earlier 'What I Am'. The attempt will be to retain the sharpness of the brand while adding an overall 'purpose' to the brand identity and thus the TG (target group).

Keith Alphonso, business head, Bindass, says, "Before heading for the change, we conducted three rounds of research across the metros and mini-metros. We found out that there is a shift in trend. While there exists a super confident youth that is but superficial, self-doubt has crept in. We realised that there was a need for a brand to help get them that purpose and make a statement, and so the change."

The consumer research also indicated that the youth has moved beyond passive optimism and is bustling with ideas. They also 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," says Shripad Nadkarni, founder-director, MarketGate Consulting, the firm that conducted the market research. Taproot India has designed the new brand campaign.

The new brand identity will be showcased not just through the refreshed logo but also through new packaging, graphics and programming. The channel will launch a new show titled Live Out Loud on April 28. Fear Less, another new non-fiction property, will be launched in July. While Live Out Loud will showcase people who have always feared to speak out about something and will do so on national television, Fear Less will be a show based on friendship, wherein a group of friends will help an individual (a part of that group) to overcome a particular phobia.