Star Plus Vyng

BACKGROUND

Star Plus commands a substantial footprint reaching a pan india audience over 170 million viewers The programming roster boasts of a popular palette of fiction & nonfiction shows capturing the imagination of audiences across the country.

Affinity for a channel is built through its content, however affinity to the content is driven by it’s characters. This makes it critical for the channel to narrow the divide between the audience & their favourite characters to enable a deeper connection with the brand.

INSIGHT

Relatability, affinity & love for characters deepens only when they go beyond the context of the show & intersperse with life beyond the 16:9 screen.

Mobile phones today have become synonymous with life through their ability for conversations, consumption & creation

OPPORTUNITY

Leverage the power of mobile to make characters intersperse with the everyday & ultimately make them synonymous with the lives of the audience.

CREATIVE SOLUTION

Enable linking characters on Star Plus with real-world relationships in a way never done before

APPROACH

Over a 2 month trial, Segments & Memorable Moments from various shows of Star Plus were threaded basis characters and their traits, relationship dynamics, iconic dialogues & moments, reactions integrated through a custom channel in the ‘Vyng’ app.

The platform allowed users to assign these videos to their near & dear ones every time they call, making delight possible in everyday conversations.

This allowed for an opportunity to get into the lives of the consumers reinforcing relatability & aiding long term recall for the shows, characters & thus the brand

The roster of these content cuts was a varied palette segregated basis multiple facets of relationships & quirks making it relatable and further enabled multiple brand interactions that were willful and truly personalised.

Uptake 136K Active Users and growing.
400kMN plays per day