The Hindi news channel, STAR News has rolled out a brand campaign, in an attempt to further differentiate its brand from others.
The brand campaign, beginning today, is a shift from the news channel's previous attempts to promote individual news programmes; while this time, the campaign is designed to promote the brand - the news channel - itself. The campaign is based on the theme, 'Don't Just Watch News, Watch STAR News'.
Sanan calls the brand campaign an effort to break away from a commodity called Hindi news channels. He denies that the theme and tone of the commercial are designed to take digs at competitors. Instead, he points out that the entire film captures the discerning news consumers' choice of a brand, which offers them not just 'news' but real-time, first-on-the-block information, with equally quick and detailed follow-ups.
The brand campaign has been conceptualised and executed by STAR News' in-house creative agency, Central Creative Cell. The three-week campaign is a 360-degree initiative spread across TV, print, radio and outdoor. The media planning has been done by STAR News' media agency, Mindshare.
STAR News has picked up advertising slots on general entertainment channels, including STAR Plus, Zee TV and Sony. It has targeted print publications such as Amar Ujala, Dainik Jagran, Lokmat and Divya Bhaskar. On radio, the campaign will reach out to people through Radio City.