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STAR Plus undergoes revamp, with a new logo and a new brand promise

By afaqs! news bureau , afaqs!, Mumbai | In Media Publishing | June 14, 2010
Completing 10 years as a Hindi general entertainment channel, STAR Plus will continue to enthrall what it sees as an evolving audience with the promise of "Rishta Wahi, Soch Nayi"

Marking the completion of a decade as a Hindi GEC, STAR Plus has unveiled a refreshed brand identity, which features a new logo, tagline - Rishta Wahi, Soch Nayi (old relationship, new thinking) -- and programming that will reflect the new thought.

The new logo is a ruby-coloured star with the trademark swoosh in white, and the name of the channel in a new font. The new colour is a key component of the channel, since it sees red as typifying India's best.

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The logo has been designed by Venture 3, a London-based brand solutions company, which has worked with News Corporation to refresh other television platforms across the world, such as Sky in the UK, Germany and Italy.

The creative team behind the new look includes Piyush Pandey, executive chairperson and creative director, Ogilvy South Asia; music composers, Shankar, Ehsaan and Loy; and singer Shreya Ghoshal, who have worked on the new signature tune.

Uday Shankar, chief executive officer, STAR India tells afaqs!, "When we started doing qualitative analysis over a period of eight months, the message that came across was the need for a new positioning and complete re-invention of STAR Plus. We had to re-invent the content and the positioning, but how do we communicate that? That's when we decided to change the logo, graphics. It is more like a communication tool to convey the larger change."

According to the channel, the socio-economic paradigm of the country has changed over the years, with evolution in demography, economic indicators and consumption patterns, which has led to changes in the C&S viewers' universe.

On changing the colour of the logo from blue to red, Shankar, says, "Red is the most special colour in India society; it is the colour of life, festivities, family, marriage, positivity and energy. It's also different from blue. We tested it and it emerged as the most compelling colour that people could relate to. Besides, the fact that red looks great on broadcast. "

Shankar adds that the some of the current shows on the channel, such as Pratigya, reflect the changes that are being witnessed in society.

Going forward, the channel plans to feature new shows that will strengthen the brand promise. Some of the new programmes include Tere Liye, a show that the channel claims will offer a new perspective on love stories, and Chand Chupa Badal Mein, which promises a different take on middle-class aspirations.

Also on the cards is Masterchef India, hosted by actor, Akshay Kumar. The channel claims that show will do another KBC (Kaun Banega Crorepati) for viewers -- providing a platform for common people, who can rise to fame through the talent of cooking, and not just singing or dancing.

Shankar says that it is through creative strategies that market leadership is established, and not the other way round.

The channel will move away from selling shows to selling concepts that integrate the new thought in its marketing platforms as well. The change will be communicated through commercials made for the purpose, as well as other ATL and BTL activities, says Shankar.