On September 17, all the STAR Network channels will feature only Hindustan Unilever (HUL) ads. STAR has blocked 24 hours of airtime for four HUL brands. This is the second 'roadblock' initiative by the broadcast network, the first one being for Hutch's transition to Vodafone.
All the STAR Network channels -- STAR Plus, STAR One, STAR Gold, STAR Utsav, STAR Movies, STAR World, Channel [v], STAR Jalsha, STAR Pravah and STAR Vijay, will air only advertisements of four HUL brands -- Lifebuoy will lead the pack, followed by Dove, Ponds and Fair & Lovely.
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Srikanth Srinivasamadhavan, general manager, media services, Hindustan Unilever Ltd, says, "Through this roadblock, we will reach more than 100 million viewers in India at the same time throughout the day. We hope to bring stronger engagement with consumers through this innovation."
In the past, STAR has undertaken innovations for Colgate, LG and Future Group's Great Indian Shopping Festival.