India's leading youth brand, bindass is undergoing a massive change to its brand image and has coined the slogan "B FOR CHANGE”. In a new development, the channel is extending its core messaging from 'Rest-less' to 'Enabler of purposive action'. For the same, the channel has launched a new brand film called "bindass - B for Change". Under this umbrella campaign, 'B for change', there will be multiple activities along with a new websitewww.bforchange.com
The objective is to extend brand bindass’ core messaging from being Rest-less’ to ‘Enabler of Purposive Action’. The campaign aims to inspire the youth to take action and galvanize dreams into reality. Bindass encourages the youth to be enablers of change through their action and initiatives. The initiative to create a change lies with each one of us and just not with society at large.
bindass, India’s leading youth entertainment brand was launched in 2007 for the Indian youth. Today the channel is synonymous with the choice of the youth , who have propelled it to the No.1 position. The channel is home to the best known home grown youth oriented cult shows and franchises such as Yeh Hai Aashiqui, Emotional Atyachaar, Superdude, Beg Borrow Steal and Big Switch, most of which have run into multiple seasons.
The major challenge is to create clutter breaking communication and instill the extended philosophy of the brand in the minds of the youth. Based on the new proposition, build a credible platform which will be further explored by the youth.
Today’s youth is not only dynamic but multifaceted in nature. The brand film has tried to capture the different nuances of this genration. The idea is to portray different shades of today’s youth: The Yo generation, the Duel generation and the Do generation. The brand film features thirteen short stories that will not only break the societal myths, which are often attached to the actions of the youth, but also showcase the strength that lies in them to bring about a change.
The Yo Generation:
The first part showcases stories of youngsters who are looked at as superficial hence connotations like careless, irresponsible, spoilt and uncouth are often attached to them
The Duel Generation:
The other shade shows that although today’s youth is rebellious and loud, they are still contributing in bringing about a change in the society in their own unique ways. But, these actions are often misunderstood due to pre-conceived notions about them.
The Do Generation:
The concluding part portrays a holistic picture of positivity and enthusiasm of the youth who have made a small or a big difference. It also puts forward few thought provoking statements that are aptly defining the voice/intention of today’s youth like:
hum bade shaitaan hai, magar pata hai…humari shaitaani corruption ki naak mein dam kar deti hai
Hum darte nahi, isiliye vahan bhi pahunch jaate hai jahan jaane se manaa karte hai sab
Hum tension nahi lete, tension dete hai..aur aisi ki lene waala phir kabhi bhulta nahi
Humein paison ki value nahi magarjinke paas nahi hain unki hum dil se value karte hain
In the end, the brand film projects the youth as social agents with a strong declaration - ‘Change Aayega….Hum Laayenge’
The concept that is by Bindass Creative Services (OAP Team) has been brilliantly directed by Prashant Madan under Skylark Productions and DOP Tapan Basu has done the brilliant camerawork.