MUMBAI: General entertainment channel (GEC) Star Plus has taken the outdoor route to drive home its new identity represented by a fresh ‘Ruby Star’ logo that was unveiled at its Star Parivaar Awards 2010 held recently. The logo change is part of the channel’s effort to project the new thinking in its programming as encapsulated in the tagline ‘Rishta Wahi, Soch Nayi’ – a fresh view on life and relationships.
Talking to network2media, Anupam Vasudev, executive VP, STAR India Pvt Ltd, said, “Star Plus is a channel that has always believed in evolving with the changing times. To keep itself in tune with the changing society, Star Plus has now refreshed itself with the brand promise of ‘Rishta Wahi, Soch Nayi’ – and is committed to entertaining its viewers with content that propels them in a new direction, and sets the agenda for entertainment on Hindi GECs.”
Vasudeva also said that “the changes that we have brought about in our existing content is steadily showing results and viewers are back on the channel. The refreshed brand promise is now a way of life and business with us. It will reflect in everything we do, from our content and storylines, to other areas of business, such as advertising sales (brand solutions team), content delivery (www.starplus.in /mobile), our HR policies (talent from various industries), and content creation (content engine, et al). We are confident that Star Plus will remain on top in terms of viewer connect and innovation for many years to come.”
The outdoor campaign has been executed by StreetSmart, an ambient OOH solutions unit. The campaign, apart from unveiling the new logo, also promotes two new programmes ‘Tere Liye’ and ‘Chaand Chupa Baadal Mein’ which will be released on Star Plus soon.
Commenting on the campaign, Ravi Ambrose, head, StreetSmart said, “We are happy to be associated with STAR TV. I hope we have created enough buzz and desired awareness for the brand. The new look and the new show will definitely lead to higher TRP for the brand. I wish all the best for the new show.”
The campaign was rolled out in 80 towns and cities in Maharashtra, UP, Gujarat and
Rajasthan and Delhi with a mix of conventional and digital OOH options. A multi media approach was used that included the use of over 280 digital LCD screens at important railway stations. A roadblock was also created for three days ensuring high visibility and awareness among the TGs at the railway stations.
The media vehicles used for the campaign included hoardings, Metro stations, bridge panels, bus shelters, utilities etc. The tactical campaign focused mainly on high traffic routes in all the areas targeted.
Star Plus has thus reasserted its preeminent position in the GEC segment through this outdoor campaign.
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