Breaking news: Lowe Lintas to make Channel [V] 'bloody cool'

Lowe Lintas has bagged the creative mandate for the relaunch of Channel [V]. The agency won the account without a pitch and has now given the music channel the new baseline - 'Bloody Cool'.

Channel [V] has earlier sported baselines like ‘Mind it’ and ‘We’re like this only’.

The rechristening lays the ground for Channel [V]'s aggressive push for non-music content with five new shows to be go on air in a phased manner starting 22 August.

Arun Iyer, creative director, Lowe Lintas said, "Channel [V] has been off the radar of people's minds for a little while. After a thorough search in programming content, the channel has identified what the youth of today wants. 'Bloody cool' reflects that attitude."

Prem Kamath, general manager, Channel [V] said, "Lowe Lintas has a strong body of work all of which are examples of effective advertising. We mandated them to create a campaign that’ll help connect with the bold, opinionated, polarizing and unconventional generation of today."

The TVCs for the multimedia campaign have been ideated by Lowe Lintas and produced by Channel [V] itself.