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/2017/10/21/Hoichoi.jpg?itok=aecnxnUe
#hoyejak: We used all SVF properties to promote Hoichoi, says Vishnu Mohta

Imagine, what will pop up in your mind when you hear ‘Let’s do it’ or ‘Ho jaye’, something naughty or kinky? But, these are words regularly used by Bongs in their day-to-day lives.  Hoichoi however made it into a happening and impactful campaign. The recently-launched OTT platform Hoichoi buzzed...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/19/sameer.jpg?itok=g3rkv6bm
Barbeque Nation campaign promotes family dining during Diwali

NEW DELHI: Casual dining restaurant chains Barbeque Nation has launched a promotional campaign Tyohar Ek Roop Anek urging people to indulge in family dining at the restaurant this Diwali. The campaign was conceptualised considering the excitement and bustle during Diwali and the need to unwind and...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/18/martin.jpg?itok=hVtBf-Iz
Martin Sorrell bullish on India

WPP chief executive officer Martin Sorrell is bullish about India’s economy. He believes the GST switchover pangs and demonetisation were only temporary hiccups.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/18/cartlane.jpg?itok=O-jhfRel
Lowe Lintas adds sparkle to Caratlane’s #GetDiwaliReady

During Diwali, online or retail brands in any category be it apparels or malls or real estate or automobiles and even jewellery are vying for attention saying ‘buy me’ by offering discounts and cashbacks.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/18/jitendra_0.jpg?itok=H6TjyqAz
Max's fresh take on contemporary urban lifestyle

Max Fashion recently launched its latest TV commercial. The film has been conceptualised by JWT and leverages the insight that there are endless ways to win your partner back after a tiff.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/18/Shatrughan_Sinha.jpg?itok=4cPoJebV
Shatrughan stimulates all against counterfeiting and piracy in FICCI ad

MUMBAI: Amidst of festival season this year, the veteran actor and MP, Lok Sabha, Shatrughan Sinha has joined hands with FICCI CASCADE (Committee Against Smuggling and Counterfeiting Activities Destroying the Economy) for an awareness campaign against illicit trade. Sinha has released a video...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/18/HyperCITY_0.jpg?itok=1jXuVdjr
HyperCITY rolls out maiden campaign #HarDilRoshanKaro!

MUMBAI: HyperCITY Retail (India), a hypermarket chain, has launched its new digital campaign, #HarDilRoshanKaro. The DVC captures the ever-evolving positioning of HyperCITY of providing a perfect opportunity to their patrons to be a ‘Super Hostess’, this Diwali.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/18/Suraj_Nagappa-Shamsuddin_Jasani_0.jpg?itok=G1NezEEv
Isobar ropes in Nagappa as VP - south, strengthens Bangalore team

MUMBAI: Isobar India has appointed Suraj Nagappa as its vice president to head the business for south. He will be based out of the Bangalore office which boasts of a team size of over 70 and with clients like SunTv, Myntra, Wrangler, Duroflex, Air Asia to name a few.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/18/Maneka_Sanjay_Gandhi.jpg?itok=Wr8lANRH
Govt launches ad to help end same-gender bias in women

NEW DELHI: An online campaign has been launched by Government to help end gender bias in women against women.

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories