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Bindass to go - Rest Less - from 16 April

News Helpline | April, 12 2012

The Indian youth channel UTV Bindass is in for an extreme makeover as it drops 'UTV' from its name and dons a new logo as it changes the tag line to 'Rest Less' from 16 April 2012. The makeover will include a brand new campaign created by Taproot India that will position Bindass not just as another entertainment channel but, as a brand that encourages its core target audience-youngsters to act ‘now’ to achieve their dreams.

Keith Alphonso the business head of Bindass says that, “On 16 April, Bindass is set to undergo a mega transformation with a new brand campaign, created by Agnello Dias (Taproot India). The new motto - Rest Less – perfectly symbolizes the new identity rest less and do more. It is all about let’s do more, be it action, fun… Bindass is the brand that will get you there.”

The channel, falling under the complete control of The Walt Disney Company India with UTV founder-promoter Ronnie Screwvala at the helm, will have 133 variations of the new 'dynamic' logo.  

As a part of its reinvention, the channel will soon launch two new reality shows. On 28 April, it will launch Live Out Loud, a 10 episodic series in which one person will be made to overcome fear by saying that one thing he or she wanted to say. This will be followed by another show Fear-Less in July, wherein participants will be helped by their friends to overcome fear of height, water or other such things which result in not enjoying life to the fullest.

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