Television

DDB MudraMax OOH refreshes brand Star Sports

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2015/10/20/Untitled-2_0.jpg?itok=xyPDT1Ti

MUMBAI: STAR India recently revamped the branding of the sports network and unveiled a new brand for Star Sports across six channels — Star Sports 1, 2, 3, 4, HD1 and HD2 and starsports.com.

To create the awareness and buzz for the new brand identity and to communicate the new brand philosophy – Believe, Star Sports partnered with DDB MudraMax OOH.

The campaign was rolled out when India tuned in to watch Sachin Tendulkar play the last series of his sports career. The massive OOH campaign was executed in Mumbai, Delhi and Kolkata as well as across major cities in Gujarat and UP. The campaign used multiple visuals of Mahendra Singh Dhoni as well as the brand logo as part of the campaign creative.

On the campaign, STAR India executive vice president marketing & communications Gayatri Yadav said, “The work done by DDB MudraMax OOH for the brand refresh campaign has been outstanding. The DNA and essence of the brand refresh was well understood and reflected in the manner in which the planning and media selection was done by the agency. Especially the Star Sports zone and roadblocks conceptualized and executed at Mumbai and Delhi airports are noteworthy and have created a great impact and buzz for the refresh. We are very impressed with the positive reviews received for the campaign. DDB MudraMax has delivered on our expectations yet again.”

Commenting on this, DDB MudraMax OOH retail and experiential president Mandeep Malhotra said, “Sport is very close to my heart and when the opportunity to associate with a brand standing tall to the passion came up, was really thrilled to create magic. The team did a wonderful job on picking up unusual formats of advertising. Various touch points were exploited and the new identity made it to top of mind recall with a smooth transition.”

DDB MudraMax OOH VP Spencer Noronha added, “Star Sports aimed at starting a revolution in sports broadcasting and the media strategy was to amplify this sports revolution through an occasion that is relevant to all and thus inspire every Indian sports fan. This soul of this campaign was “premium and classy” and hence it was crucial that the media selection had to be in line with that imagery. We selected the most impactful, most premium and the largest of available media vehicles in each of the target cities to create a statement in the OOH space. The quality of the selected media reflected class and helped the campaign to quickly get noticed and talked about. The eye catching creatives amplified the impact and recall manifold. It’s definitely one of the most memorable OOH campaigns in 2013”

DDB MudraMax OOH DGM Anurudha Pawar said, "OOH is a communication platform where the brand is racing against time to grab attention and communicate with the TG while he zooms past the media within a few seconds. This makes it all the more important for the brand to use the right media mix and deploy an optimized communication tailor made for the medium. We exactly did this for the refresh campaign. The media vehicles were meticulously handpicked to project class; and the creatives were kept ultra outdoor friendly to specifically communicate the grandeur of the brand. We took the innovative branding route by creating the Star Sports Zone, Stadium visibility corridors and airport roadblocks, to ensure each and every person exposed to the communication carried a positive image of the brand with him in this mind. I am sure we have succeeded doing that."

A multimedia approach was used for the campaign. Large format A+ grade billboards and Unipoles, Backlit Bus Shelters, Backlit Pole Kiosks, 4 Sided Backlit Pillars, Large Backlit Glow signs, Drape, Prominent Mall Facades, Digital Screens at airports and Gantries were meticulously selected at key touch points in each city. The creatives were optimized for each of the media formats used. DDB MudraMax also brought in a couple of significant planning and media innovations to help portray the grandeur of the brand refresh and garner high recall value for the campaign. Visual domination was the key.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/18/judwaa.jpg?itok=ebbC7W7E
World Television Premiere of Judwaa 2 on Star Gold

This Christmas, Star Gold dons the Santa hat promising to indulge its viewers with double the entertainment, double the excitement and double the fun! The Home of Blockbusters announces the World Television Premiere of one of the most sought after films of the year – Judwaa 2. The film that raked...

Television TV Channels Movie Channels
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/18/jyoti.jpg?itok=5pCqwT7a
Eros International inks co-production pact with Drishyam Films

Eros International Media Ltd (Eros International) has signed a four-film co-production deal with leading production house, Drishyam Films.

Television Production House Film Production
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/18/itw.jpg?itok=hmqKyLcJ
ITW Consulting bags in-stadia ad rights for Ind & Aus tours of SA 2018

ITW Consulting, India-based sports management company, has acquired in-stadia advertising rights for the Indian and Australian Tours of South Africa for 2017/2018. ITW Consulting rights will market and sell these in-stadia advertising rights to non-South African companies and entities.

Television TV Channels Sports
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/18/kids_0.jpg?itok=b5ZsY1mu
Nickelodeon kid's choice awards 2017

Nickelodeon Kid's Choice Awards (KCA) 2017, presented by Dabur Red Paste, powered by Jolly Rancher in association with Yellow Diamond and Funskool and Apis Honey took place on 15 December 2017.

Television TV Channels Kids
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/18/focus_0.jpg?itok=pOn0X1ZX
Focus Group to launch Kannada news channel

Focus Group is now focusing on south India with its upcoming news channel Focus TV Kannada News.

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/18/STAR.jpg?itok=US-ROVhF
Panchal helps Star Bharat top Hindi GECs across genres

Optimystix Entertainment’s Indian comedy sitcom Kya Haal Mr. Panchal on Star India’s FTA Hindi GEC Star Bharat has been amongst Broadcast Audience Research Council of India’s (BARC) weekly list of top-five Hindi GEC programmes in the HSM markets, more so during primetime. In week 49 of 2017:...

Television TV Channels Viewership
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/18/%26privehd.jpg?itok=iF9fuA6W
&Privé HD celebrates the birthday of the Steven Spielberg

&Privé HD, the English movie channel, presents Club Privé: Spielberg Edition – a curation of five of Spielberg’s best movies exploring different sides of human emotions. The special will air from 18 to 22 December at 11 pm only on &Privé HD.

Television TV Channels English Entertainment
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/17/greengold.jpg?itok=nKMJWQ6p
Green Gold’s golden Mumbai launch

MUMBAI: Green Gold Animation is all set to hit the green running with its new offshoot Golden Robot. The Rajiv Chilaka-run animation outfit has been wowing everyone with its deals for animation series with both Netflix and Amazon Prime.  But the occasion this time was the celebration of the launch...

Television Production House Film Production
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/16/Gujarat_elections.jpg?itok=_UNo5uA8
Gujarat elections boost news channel ratings as Republic continues to lead English News

BENGALURU: Rahul Gandhi’s shenanigans and Narendra Modi’s sudden and unexpected belligerence at rallies leading up to the Gujarat state assembly elections have resulted in bolstering sagging news viewership, especially for the English news genre. According to Broadcast Audience Research Council of...

Television TV Channels News Broadcasting

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories