There are those who 'rest less' and then there are the rest - this is what the new UTV Bindass transformation is all about. The brand's new campaign depicts the 'Rest less do more' attitude of today's youth.
The creatives of the out-of-home (OOH) campaign showcase youngsters involved in unconventional work such as skydiving, skating, underwater diving and many more. Along with the regular hoardings, there are others which comprise huge cut outs and separate jut outs over the hoardings. In addition, a 70X20 feet hoarding has been placed on a mobile van, which features a life size cut out of a girl playing music at a discotheque. The cut out has been separately attached to the hoarding.
As part of the campaign, a UTV Bindass zone was created at the Bandra-Turner Road junction in Mumbai, in which 10 hoardings were placed together. Such zones were created at Worli Naka and Juhu as well.
Kunal Mukherjee, vice-president, marketing, UTV Channels, says, "The new brand identity is positioned to drive youth to 'act now' to get ahead in life. And, the youth choose unconventional ways to achieve their dreams, yet they are able to overcome the environment and succeed due to a constant spirit of 'Can do'. Therefore, in our outdoor creatives, we have shown youth doing unconventional things such as playing guitar under the water, and a girl playing at a discotheque, showcasing that the youth 'Rest less' and are willing to do anything. The new brand campaign of Bindass depicts this 'Rest less do more' attitude."
The UTV Bindass OOH campaign started on April 16 across Mumbai, Delhi, Bengaluru, Pune and Kolkata and has been executed by OOH agency Alakh Advertising, while the creatives are by Taproot India. The OOH campaign for LOL kicked off on April 28, the launch date of the show.
Moreover, in order to give its viewers a taste of the 'Rest less' attitude, the channel has launched a 'Live more Rest less' contest, wherein youngsters need to post images and videos of them being 'Rest less'. The lucky winners will get an opportunity to visit South Africa and swim with white sharks.