BBC Asian Network "100% British, 100% Asian" by 101

The BBC Asian Network appears to have escaped unscathed from John Whittingdale's white paper on the future of the Beeb and is getting a brand overhaul to boot.

The new brand position is "100% British, 100% Asian", which aims to reflect the dual cultures of Britain’s Asian youth – the one they are surrounded by and the one they inherited. 101 created the campaign, including a brand film featuring the rapper Raxstar, who rhymes about being "the son of parents who put their children first" while "steering clear of any box anyone could put me in". The work was created by Jack Willoughby and Serhan Asim, and directed by Josh Cole.