Campaign details

Brand: Star Bharat
Brand owner: Star India Pvt. Ltd.
Lead agency: Mindshare
Country: India
Industries: TV channels, services, programmes

Executive summary

Star Bharat launched with a complete differentiator in the category and was the first TV channel to be launched in the pay and free-to-air channel space targeting a larger chunk of TV viewers across urban and rural markets.

We used respondent level data to understand the TV viewing behaviour of the Hindi General Entertainment Category (HGEC) audience to help Star Bharat understand the competitive space and potential areas for growth.

The analysis was built on three modules:

  1. Audience mapping (going beyond demographic segmentation)
  2. Loyalty pyramids (moving up the conversion funnel)
  3. Household-based consumption (pay vs. FTA)