Campaign details
Brand: Star PlusBrand owner: Star India Pvt. Ltd.Lead agency: MindshareCountry: IndiaIndustries: TV channels, services, programmesMedia channels: Cinema, Online display, Online video, Outdoor, out-of-home, Print - general, Radio, Social
Executive Summary
Star Plus, the number one Indian entertainment TV channel, faced competition from competitor channels, Colors and Zee TV, on a weekly basis.
There was a very small gap in viewer ratings between the channels and the fight for leadership was becoming tougher week on week.
Research showed that Colors is known for variety in programming and higher engagement,...