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.
No comments:
Post a Comment