Case Studies

Star Plus India

The Challenge:

The agency was tasked with supporting Star Plus' re-branding efforts, which coincided with the network completing 10 years as a 100% Hindi general entertainment channel. However, what seemed like a good milestone to refresh the brand's vision and identity, also presented challenges. Could Star Plus re-launch itself as a modern TV channel that was 'on the pulse' and represented a new India, without alienating audiences?

The Solution:

Drawing on insights, the public relations strategy was designed to connect with a whole new generation by drawing on the Indian woman's social, political and economic evolvement over the last decade - her journey. This approach would champion the channels long-standing commitment to its audiences, a channel that has not only travelled alongside its key target's voyage of change, but one that had also mirrored society. This strategy also drew on the channel's strengths through the renewed brand promise of 'Rishta Wahi, Soch Nayi' (old relationship, fresh perspective)

The Results:

  • Star Plus broke its previous three years' gross rating point (GRP) records in the Hindi GEC space in the week of launch (Week 25, 2010). It achieved 443 GRPs, beating its own 159-week record.
  • Star Plus ranked #1 among on-air shows in June 2010, according to Eikona.
  • Following the re-launch, Star Plus gained top viewership, 34%, a lead of nearly 9% over its nearest competitor. More than 5 million viewers tuned in following the rebranding campaign.
  • The rebranding story appeared in all target media with Star Plus experiencing an increase of 157% in media exposure in May 2010.
  • Star Plus ranked #1, noticeably ahead of its competitors, in terms of number of articles compared to its competitors - an average of 83 per day. The total coverage, in terms of media space, was equivalent to advertising worth of €19,693,263.62 (up to December 2010).
  • According to an India Market Research Bureau study, 71% of respondents were aware of Star Plus' rebranding, higher than the 56% awareness from a previous effort. 79% responded positively to marketing efforts, describing it as 'better than before'.