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.