Campaign details

Brand: Star Plus
Brand owner: Star India Pvt. Ltd.
Lead agency: Mindshare
Country: India
Industries: TV channels, services, programmes
Media channels: Mobile & apps, Programmatic display, Television
Budget: No budget

Executive summary

In the Hindi GEC space, Star Plus wanted to drive loyalty in a highly competitive market with almost 85% duplication across GE channels.

Star Plus is the leading Hindi GE channel in India, challenging stereotypes about women. However, it faced stiff competition from other channels and struggled to maintain its leadership position.

As a result, Star Plus viewership dropped to 15% in H1 2018 from 25% in H1 2017, in a genre that grew 15% in the same period.

Star Plus launched new shows in fiction and non-fiction formats, which did not help in driving viewership to the channel.

The task was to regain its number-one position, but how?