Star Plus wanted to reach out to its core customer base, the Indian housewife. They updated their programming to give viewers more of the content they loved and at the same time completely overhauled their brand identity and on-screen packaging. Star India CEO Uday Shankar's brief was clear: "We need a never seen before graceful new look that is clutter free and viewer friendly."
How did we bring it to life?
We developed a set of brand values: hot, joyful, strong and beautiful. And we created a new symbol for the brand, a 3D crystal star, that would connect with the channel's core audience, the Indian housewife. The star was red, the colour of prosperity, hope and desire in India. And it had a white swoosh to represent the inner strength of a woman. Together with Star's in-house broadcast team, we developed a complete on-screen packaging system, and set of graphic idents one for each brand value. The brand was introduced in June 2008 at the Star Parivaar awards, hosted by Uday Shankar and King of Bollywood Shahrukh Khan, and watched by over 32 million people across the world.