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Star Plus India

Supporting Star TV with the rebrand for their leading Hindi TV channel

 

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).

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The results

5 million+new viewers
#1Star Plus ranked number one in on-air shows post campaign
9%more viewers than the channels nearest competitor