Apart from a new logo, the new identity will be backed by refreshed programming.
However, the channel will maintain the tagline, Chalo Paltai (Let's change).
London-based brand consultancy Venturethree has designed the new packaging of the content, along with the new look and logo.
The new logo is a diamond star with a red swoosh. The channel believes that the star symbolises the light and energy at the heart of the channel, its clarity and purity, denoting optimism and aspirations that every woman embraces as an inherent quality. The red swoosh signifies the strength and emotion that binds together. It is the colour of hope, desire, celebration, passion, love and holiness.
As for the current shows, the story lines will be tilted a little, inform sources. Keeping up to the Chalo Paltai tagline, significant turning points have been incorporated in the story lines of Maa, Ishtikutum and Tapur Tupur.
The channel claims to be garnering 485 GRPs currently, while it says that the retail sector is advertising more these days.
The revamp will be communicated through a media mix combining air, OOH, print, activation and digital.