AXN freshens brand with new look

India’s AXN channel is set for a complete new look with a new tagline ‘LIVE R.E.D’ – standing for ‘Reality, Entertainment and Drama’.

The new concept for the channel has been created by agency Leo Burnett, with promotion through BTL.

Executive vice-president and business head, English Entertainment Cluster, Sony Pictures Networks India said, “Though I don’t see too much change in the programming strategy as it is working well for us — we have acquired Billions, Zoo, new episodes of Elementary and The Voice — it is about bringing it alive in a much more comprehensible manner. LIVE RED is about how do we occupy much better space and articulate the whole positioning, what the consumer should expect and what the channel and content is about.”

AXN’s new look will be unveiled on Monday 24th January 2016.