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Scaling new ranks by donning a new identity and embodying the philosophy in way that is wholistic.

Scaling new ranks by donning a new identity and embodying the philosophy in way that is wholistic.

BACKGROUND

Star Plus commands a substantial footprint reaching over 170 million viewers across the country. With the perennial ambition of being the No. 1 player in the GEC category, the effort has focused on two imperatives - How do I enter conversations? & How do I become the conversation?

StarPlus has always focused on creating a differentiated brand that is human and connected with everything that happens in the world. The brand has always given dimensions to relationships and championed progressive philosophies successfully being a thought leader in its do.

Audiences of today are evolving faster than ever before in a hyper connected world that is powered by seamless access and exposure. The impact is wholistic, evident in the lifestyle, conversations, aspirations and even more so in relationships.

This has gone beyond evolution of ‘thought’ to being expressed in ‘action’ giving way to meaningful relationships that are forward looking. Acceptance, open dialogue, positive confrontations and key characteristics of relationships today versus a closed door approach that was commonplace.

Thus being cognisant of the today and the upcoming future, StarPlus evolved it’s philosophy from Rishta Wahi Soch Nayi to Rishta Wahi Baat Nayi moving from an ‘Introspective Soch’ to an expressive ‘baat’.

Strengthening thinking with action StarPlus opened possibilities to showcase a brand the belives that relationships are the same but the conversation amongst the audience of today has evolved

CHALLENGE

StarPlus was at the no.8 position with 4577220 impressions according to BARC data (HINDI GEC - U+R ALL NCCS) for week 15 (April) of 2018 while the no.1 spot was taken by competition at 714895 impressions

Top 10 Hindi GEC Channel
1 2 3 4 5 6 7 8 9 10
Zee Anmol Star Bharat Rishtey Sony Pal Star Utsav Zee TV Colors Star Plus Sony Ent. TV Sony Sab
714895 629922 626201 600021 523373 506179 494038 457220 354487 344705


The downslide was evident in the wake of weak show specific contribution to the TOP 20 GEC’s restricted to no.5 and no.15 spot

Top 20 Hindi Programs (Urban+Rural) Impressions ('000s).
1 Kumkum Bhagya 11721
2 Kundali Bhagya 10331
3 Kumkum Bhagya 8594
4 Ishq Subhan Allah 8276
5 Ye Rishta Kya Kehlata Hai 7411
6 Shakti - Astitva Ek Ehsaas Ki 7401
7 Tarak Mehta Ka Ulta Chashma 7377
8 Kya Haal MR. Paanchal 7344
9 C I D 7284
10 Rising Star 7103
11 Ganga 6842
12 Nimki Mukhiya 6681
13 Jiji Maa 6502
14 Ye Hai Mohabatein 6492
15 Baalveer 6241
16 Kulfi Kumar Bajewala 5747
17 Mehek 5662
18 Ye Rishta Kya Kehlata Hai 5538
19 Ishqbaaz 5528
20 Saath Nibhaana Saathiya 5511

INTENT

Thus, refreshing the brand identity for StarPlus, was more than the channel donning a new skin and a visual identity. It was a platform to showcase their new roster of shows, stay fresh and relevant in the minds of their audiences.

INSIGHT

Owning share of mind is only possible when the brand crafts narratives that are relevant, insightful, intimate and most importantly human for its audiences.

Audiences are external to a brand conversation and it is important that they are drawn into it as if it’s a world that is a natural extension to their own

STARPLUS GETS REFRESHED


With the intent of not just entering the conversation but becoming one, StarPlus championed the narrative with the external lens of a relevant sutradhaar - Alia Bhatt

Alia Bhatt was the personification of Baat Nayi as she represents the new age and the progressive, of a fresh take on life and relationships, of youthfulness and trend worthiness being synonymous and aspirational to the audience worlds.

StarPlus took its own facebook page by announcing ‘Kuch toh baat hain Nayi’ with Alia Bhatt announcing it to her own fan base maximising reach and impact across audiences.

SHOWCASING NAYI BAAT TO AUDIENCES ACROSS THE COUNTRY



The announcement came in the form of a film, where Alia Bhatt took a journey into the world of StarPlus lending a sneak peek into each of the shows, the relationships they celebrated, the quirks they demonstrated, aspirations & dynamics never seen before.

This external lens of Alia Bhatt sampled each dynamic of the StarPlus universe just like the audience would lending a worldview that is easily digestible, excitingly and positively voyueristic Creating a sensorial showcase of the shows and highlighting the ‘Baat Nayi’ enabling embodiment of the brand philosophy in a holistic way extending from the brand to their shows and intent and action.

The film was released announcing the BAAT NAYI to whole of the country through the Youtube masthead, across web and mobile and twitter and the Hotstar ecosytem.


Youtube Masthead aggregated 94mn reach with Highest video views (22mn) achieved till date for any brand in India

The masthead video had a completion rate of 0.18%, which is high for a 2min video, benchmark for 30s is 0.25%

  • 11.6MN Views

  • 799MN Impressions

  • 107MN Reach

  • 26MN Engagements

The film and the message was further amplified as the network joined in to announce the renewed philosphy with Star network, Star Bharat, Star Sports, Star Gold, Fox Star shared the film driving the noise to an inflection point


Star network Star Bharat Star Sports Star Gold Fox Star


Trade was further informed about this new identity and the philosophy shift also owning a chance to showcase the platter of shows that StarPlus was bringing to the audiences of the country

Newspaper Impressions Reach Clicks CTR
Over All 13MN 12MN 1,14,456 0.85%
45,31,683 6,32,946 71,788 1.58%
35,55,243 4,28,494 12,218 0.34%
22,28,223 696 4,453 0.20%
18,25,494 4,28,073 7,263 0.40%
6,79,987 3,119 5,271 0.78%
5,88,905 2,16,669 13,381 2.27%

  • 13MN Impressions

  • 2MN Reach

  • 114k Engagements

EXTENDING THE BAAT NAYI TO ALL SHOWS & CHARACTERS



Audiences identify with the channel through their shows and shows through their characters. Affinity for a channel is built through its content, however, affinity to the content is driven by its characters. This it critical for the channel to narrow the divide between the audience & their favorite characters to enable a deeper connection with the brand. With Alia Bhatt as the sutradhar, show specific countdowns built intrigue around the ‘Baat Nayi’ in each show. Being quickwitted and smart with SabseSmartKaun, the incredible father daughter bond in Kulfi Kumaarr Baajewala, the world filled with imaginations of Mariam Khan, the lovestruck craziness of Radhe in Krishna Chali London, the incredible world of dance and movement in Dance+ 3, the romance of Kartik and Naira in Yeh Rishta Kya Kehlata hain, the questionable antics of Chaitulal in Har Shakh Pe Ullu Baitha hain, and the eccentricities of the Parekh family in Khichdi were all the ways in which the Baat Nayi came to life in each of the shows.

  • 2.3MN Views

  • 16.5MN Impressions

  • 1.6MN Engagements

WEB EXCLUSIVES with all the characters highlighted the Baat Nayi in each show and the relationship they have had with the channel until now highlighting the high points of the journey.

  • 579k Views

  • 2.2MN Reach

  • 330k Engagements



FORMAT INNOVATION in the form of formats adapted for Instagram consumption were used to ensure buzz on the platform. Instazine was used to reveal the new look of StarPlus with 1:1 videos and cinemagraphs. Vertical GIFs & videos highlighting moments, with swipe up feature as insta stories to view the complete video. Cinemagraphs for each of the shows with new look and feel and the new identity were amplified across platforms

POPULARIZING THE SONG

The channel identity was released and unraveled on social platforms and AR Rahman was leveraged to create surround buzz for the new signature tune. The song was popularised with upload on SoundCloud, tweeting by tagging Sunidhi Chauhan, Swanand Kirkike and sharing exclusive behind the scenes of making with the viewers.

  • 600k Views

  • 835k Reach On Facbook

  • 66k Engagements

IMPACT

The hash tag trended in India along with the IPL Final match across key cities.

With 6.3 Mn views for the brand film in less than 24 hours on YT, it crossed the lifetime view benchmark of competition. 140% more views than Aaj Likhenge Kal.

  • Facebook saw the maximum engagement in the form of reactions and comments.

  • Remo+Raghav video cut of brand film garnered 1.3 Mn views in a day on Facebook followed by Krishna Chali London with 801k views

OCTOBER - SHIFT from no .8 (4577220 impressions) to No. 3 to 702026 impressions

Top 10 Hindi GEC Channel
1 2 3 4 5 6 7 8 9 10
Zee Anmol Star Utsav Star Plus Star Bharat Zee TV Sony Pal Sony Ent. TV Colors Dangal TV Rishtey
847399 800897 702026 692457 653759 579069 573252 545284 459287 41883

DECEMBER - SHIFT from no .8 (4577220 impressions) to No. 2 to 726911 impressions

Top 10 Hindi GEC Channel
1 2 3 4 5 6 7 8 9 10
Zee Anmol Star Plus Zee TV Star Bharat Star Utsav Colors Sony Pal Sony Ent. TV Dangal TV Rishtey
764424 726911 714003 685395 561540 551706 518218 497633 446359 417356

EXPRESSING THE PHILOSOPHY THROUGH INTENT & ACTIONS



DEMONSTRATING BAAT NAYI THROUGH A TOPICAL & RELEVANT OPPORTUNITY - LGBT

Despite the Supreme Court’s judgment on Article 377, LGBTQ relationships continued to lack ‘acceptance’ in the country. In line with their philosophy, StarPlus intended to break the conversation barrier between the LGBTQ community and the world that surrounds them. StarPlus became the bridge between individuals and generations to discuss LGBTQ issues & inclinations urging everyone to understand love in the true sense and talk freely about it!

Aamir Khan broke the news about the repeat telecast of Satyamev Jayate’s episode on alternative sexualities. Following which, StarPlus, announced the same hinting about the “Nayi Baat” is on its way and established #KhulKeBaat as a thought to talk about openly

The effort had enabled a 101 with the activists from the LGBT community who were featured on the episode of Satyamev Jayate and published many #KhulKeBaat sessions through social channels.

StarPlus owned the thought with the brand film, releasing a short brand film establishing the thought. The conversation was further fuelled with celebs posted the brand film from their social media handles which instantly got picked up by influencers and audiences alike. Thus the thought of #KhulKeBaat echoed across Twitter organically

The noise was kept alive with digital exclusive interviews with the cast of the films that were being showcased each week

  • 2.1MN Views

  • 7.2MN Impressions

  • 294k Engagements

  • 93k Conversations

DEMONSTRATING BAAT NAYI THROUGH RUBARU ROSHNI - BRINGING TO THE FORE A NAYI BAAT ON FORGIVENESS





unifying-emotion



Yet another reflection of the philosophy came from a novel initiative - Rubaru Roshni a documentary produced by Aamir Khan directed by Swati - a soul-stirring narrative on forgiveness.




The campaign was built around driving intrigue towards the premiere on StarPlus persuading people to watch this first hand.

Promos were amplified across social media where he clarified that this is not the next season of Satyamev Jayate, but something powerful is on its way. To be launched on 26th January the message - Dil pe lagegi toh baat banegi urged users to tune in.



StarPlus leveraged films related to the topic and drove conversations on social media with web exclusives videos. The promo had Swara Bhasker lending voice to Baat Nayi.

Using the power of digital to deliver frequency and efficient repeat value, multiple celeb reactions were documented and disseminated without giving out the name and nature of what to expect from the film

  • 3.5MN Views

  • 3MN Reach

  • 4.1MN Impressions

  • 8.3K Engagement

RESULTS

  • Views 20.67MN

  • Reach 115MN

  • Impressions 839MN

  • Engagements 28.4MN

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