Star Plus: Nayi Soch - Strategy for growth

Star Plus, the number one Indian entertainment TV channel, faced challenges from a competitor channel and implemented a strategy to maintain its leadership.

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,...

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