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Star Plus reinforces brand promise with 'Ode to the Woman', its latest campaign

By afaqs! news bureau , afaqs!, Mumbai | In Media Publishing | January 25, 2011
An extension of the Rishta Wohi Soch Nayi campaign, Star Plus has launched its new campaign, with four new shows celebrating the Indian woman.

After unveiling a refreshed brand identity last June with the thought, Rishta Wohi Soch Nayi, Star Plus has further extended its brand promise with the Indian woman at the helm through Ode to the Woman.

With the campaign that puts the Indian woman at the helm, the general entertainment channel has announced the launch of four new shows -- Love You Zindagi, Pyaar Mein Twist, Maayke se Bandhi...Dor and Wife Bina Life.

Wife Bina Life is a reality show that will see average middle-class men take up the challenge to be homemakers, while the women of the house go on a holiday. BBC Worldwide cameras will follow the men as they go through the days, managing children, kitchen and household work.

Love You Zindagi, conceptualised by Imtiaz Ali for the channel, is a story revolving around a Punjabi girl Geet and her zest for life. Pyaar Mein Twist is a comedy about a husband and wife who are poles apart, but in love with each other, and how people around them perceive this as a problem.

The three shows will be launched on January 29, between 7 pm - 10:30 pm, and will be a part of the weekend entertainment for Star Plus viewers.

Besides the weekend line-up, Maayke se Bandhi...Dor will premier on February 14, at 8:30 pm. The story revolves around Avni who chooses to continue supporting her parents financially even after her marriage.

Sanjay Gupta, chief operating officer, Star India tells afaqs!, "Rishta Wohi Soch Nayi fundamentally came from the belief that women are at the centre of each family and the catalysts of change. The relationship that women have within the family is changing quite dramatically, whether it is with the husband, her in-laws or her children because of the changing dynamics of the society today. That is the woman, we as a channel, must bring to life and celebrate through our shows."

The campaign will be led by the Star Plus Anthem, penned by Piyush Pandey, executive chairperson and creative director, Ogilvy South Asia, and composed by acclaimed film maker, Vishal Bharadwaj.

According to Gupta, the channel witnessed much success post the revamp campaign last year. Says he, "It has been roughly around six months and I think it has been a rewarding experience for the channel. If I look back at the last quarter, we lead over our nearest competitor by around 100 GRPs. We lead in seven out of 11 shows. That is the physical dimension of the success. More importantly, the role the brand has played in the lives of consumers, the way they talk about Star Plus today as compared to how they did eight to nine months back has changed dramatically. I think the leadership perception of the channel is back."

The campaign will be run for four weeks and will have a 360-degree presence across all media.

Apart from the content line-up reinforcing the thought, the channel will take forward the spirit of the campaign through an engagement initiative called 'Tu Hi Meri Star' viewer interaction initiative.

Besides leveraging its own network on television, the campaign will be promoted through radio with the Star Plus anthem and outdoor hoardings.

While the current campaign promotes the channel's weekend programming line-up, Star Plus has plans to fill the afternoon slot as well.

According to Gupta, Star Plus is aggressively pushing new and fresh content with an array of new movies that will be aired.

The channel's creative duties are handled by Ogilvy India, while its media buying partner is Mindshare.

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