Star Plus: Nayi Soch

Khushnuma Daruwala, Walter Noronha, Vipasha Bhuptani, Akhil Menon

Hindi general entertainment television channel Star Plus used a multi-pronged multimedia campaign to create a social shift in India and increase viewership among young women.

Campaign details

Brand: Star PlusBrand owner: Star India Pvt. Ltd.Lead agency: Ogilvy IndiaCountry: IndiaIndustries: TV channels, services, programmes Media channels: Online video, Packaging & design, Social media, Television, Websites & microsites, Word of mouth, advocacyBudget: Up to 500k

Executive summary

A small statement of defiance causes a tectonic shift

This is the story of how a brand listened to its consumers, resulting in an eventual shift in the content telecasted. What's more, the change instantly resulted in regaining lost commercial and thought leadership.

It wasn't easy, shelving all...

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