Restless OOH!
The youth channel of UTV, Bindass is all set to create a new identity with its changed logo and tag line - “Because there are those who ‘rest-less and then there are the rest…’. This new campaign is aimed to depict today’s youth and their lifestyle. “A key trait that marks youth behavior today is a sense of constant motion; everyone is either going somewhere or doing something all the time. 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,” says Agnello Dias, Chairman and Cofounder, Taproot India, the creative agency behind this campaign. While Taproot India is the creative brain of the campaign the OOH baton was handled by Alakh Advertising and Pioneer Publicity. Targeting the age group of 17-25 years, the brand has rolled out a 360-degree marketing campaign which encourages the youth to do more and achieve their dreams. And, their larger-than-life creatives clearly depict the brand’s all new philosophy - ‘Rest less’. The campaign of course is aimed at the super confident youth who wants to achieve and experience everything that is new and challenging. UTV is hoping to help them meet their desires and make a difference in their lives. Hence, they are going all out to draw a connection with the audience through this new identity. “The communication strategy behind this campaign was to spread the channel’s new tagline ‘Rest-less’. It is an extended version of ‘What I am’ tagline that we had earlier. Through this, the idea was to reach out to the restless people who want to do something new. We