MAM

Star Plus reinvents; wears new look

MUMBAI: Ten years ago, Star Plus went all-Hindi to give rise to a new wave of ground-breaking shows that redefined the programming strategy for Hindi general entertainment channels. The flagship channel from the Star stable sketched out the Indian society, with almost universal acceptance, through the saans-bahu sagas and the most popular KBC.


However, a decade later, the society narrated a different story catapulting the need to bring in refreshed communication for the changing viewership preference.


And reading the notes right, Star Plus is now ready to hurl a refreshed and brand new identity to feed the audience needs for the next 10 years.


The channel will launch its new brand logo, dressed in the new-fangled tagline ‘Rishte Wahi, Soch Nayi (Old relationship, New thinking)’ on 13 June with the Star Parivaar Awards 2010.
 
When one is successful for so long a period, it becomes difficult to transform. And, Star Plus had been holding on to the fort for too long to think change.


Said Star India CEO Uday Shankar, “When we began, there were about 20-30 cable and satellite towns. But as next generation viewers stepped in and sensibilities changed, it became a 500-600 city phenomenon. The universe of viewership became heterogeneous and last year, when we lost our number one spot it was a wake up call.”


To begin experimenting and to understand the change in viewership patterns, Star Plus flagged off shows like Bidayi and Yeh Rishta, which went on to grab good eyeballs. “The impact was good but perhaps not as bold,” averred Shankar. And then came Aap Ki Kachehri followed by Sach Ka Saamna.
 
“With the success of such formats, we realised that viewers were ready for change and that led us to head for a comprehensive reinvention of Star Plus that would define our portfolio for the Indian family 2010 for the next ten years,” explained Shankar.


But to let viewers know about the renewed Star Plus and the coming change in the programming portfolio, the packaging also had to have a rejuvenated touch.


“And thus, we opted for the cosmetic change with the ruby star that represented the heart of India - feminine, strong, full of energy and life. The white hot swoosh, lit from within, represents inner strength and quest for fulfillment. A key component of the Star Plus identity is the colour red. Nothing epitomizes India better than the color red. Red is the color of prosperity, optimism, weddings, celebration, hope, desire, purity, passion, love and holiness. The Star Plus logo is the traditional and familiar star emblem infused with a very modern, fresh and energetic expression,” Shankar explained.


The new logo has been designed by UK-based Venture 3 while Ogilvy and Mather is the creative agency.
 
The new look with be followed by a line up of new shows like Tere Liye, Chand Chchupa Badal Mein and the Akshay-Kumar hosted cookery show, Masterchef India. The channel will also expand the line up with a variety of new-age movies like My Name Is Khan.


“Today, while the channel loyalties are fading, programme loyalties are rising high. So, we will be bringing in shows that have a definite lifetime and we will not be aggressive with the life of that show,” he said.


“This is because we don’t want to sustain on one or two shows and see hikes in viewership in bits and pieces. We want to build continuity in sustaining viewership,” he added.


The channel has spent approximately $4 million for the complete overhaul and will be marketing the new look aggressively across the Star Network. This will be apart from the other traditional platforms like print, radio and out-of-home.


Star had lost its leadership to Viacom18’s Colors last year and then the fight for the top slot was almost a weekly phenomenon. But this year, when IPL was almost a common cause for channels to witness fluctuations in their GRP grades, Star Plus took on to the numero uno spot and has been holding on to it till date.


“Our strategy was to take on IPL as a challenge and not duck it. Therefore, we build new story lines during the IPL period and got in new shows too. This helped,” Shankar said.
 

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/23/vivo-ipl17.jpg?itok=iNCfLrxt
Hot match ke liye hamesha Taiyaar Reh!

MUMBAI: Hotstar, India's leading video-on-demand platform has launched its Vivo IPL 2017 commercial, a clarion call to get ready for the most avidly watched cricket tournament of the year. Hotstar, which is the exclusive digital streaming partner for Vivo IPL, has kicked off its campaign with a 60...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/23/fastrack2.jpg?itok=arKksj7y
Fastrack signs multi-year partnership with The Music Run

MUMBAI: Fastrack, an iconic youth accessories brand, has extended its association as the Presenting sponsor of The Music Run™, the fastest growing event in the mass running and entertainment space globally.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/23/MIB800.jpg?itok=RHZfbqeL
Audo-visual, electronic media greatest beneficiary of Govt ads in 2016-17

NEW DELHI: A sum of Rs 5.0983 billion was spent on government advertisements through the audio video and electronic media.

MAM Media and Advertising Media Agencies
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/23/Ranveer_Singh-DurexIndia.jpg?itok=-tVA_evR
Ranveer Singh continues Durex association with denims

MUNBAI: Bollywood superstar Ranveer Singh reinforced his association with Reckitt Benckiser’s condom brand Durex. The actor has now decided to endorse the rubber maker’s new denim product line - denims. Singh tweeted about the announcement today along with a teaser video from his official handle @...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/22/Ministry_Ayush-ASCI.jpg?itok=pyr8Xpnq
Over 250 complaints of misleading ads about AYUSH products since Jan 2015

NEW DELHI: The Advertising Standards Council of India (ASCI) referred 263 complaints of allegedly AYUSH products related advertisements to the Consumer Affairs Ministry since January 2015, including seven advertisements of herbal medicines in 2016.

MAM Media and Advertising Media Agencies
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/22/Woodland-800x800_0.jpg?itok=v8zCy5jP
Season 2 of Woodland's #AgainstAllOdds digital campaign returns

Mumbai: The second season Footwear and apparel and apparel accessories brand Woodland’s #AgainstAllOdds digital campaign is back with highlighting the stories of people who are pursuing offbeat adventure sports in spite of severe obstacles.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/21/Santoor-Femina_1.jpg?itok=t-ppxUD8
Manipal girl Ashna Gurav wins the Santoor Femina Style Diva South 2017

Bangalore : The winners of this year’s Santoor Femina Style Diva South were declared at a glittering ceremony attended by who’s who of the Hindi and Kannada film industry. The evening witnessed 14 gorgeous girls take over the stage at the 5th edition of Santoor Femina Style Diva South 2017 powered...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/21/BARC_0.jpg?itok=qmHu_GyY
Four brands enter the most advertised brands list in week 10 of 2017

BENGALURU: Four brands entered the list of top 10 brands in terms of television ad insertions for week 10 (Saturday, 4 March 2017 to Friday, 10 March 2017) of 2017. The new brands to enter the list of most the 10 advertised brands per week on television in week 10 were: One brand from the phone/...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/21/Jio-Airtel.jpg?itok=AC2HS5x9
Jio takes Airtel to ASCI over network speed ad

NEW DELHI: The telecom war between Reliance Jio and other telecom service providers took a new turn when a complaint was lodged with the Advertising Standards Council of India (ASCI) against broadband tester Ookla's network speed test that said Bharti Airtel has the fastest network speed.

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories