Campaign details
Brand: Star PlusBrand owner: Star India Pvt. Ltd.Lead agency: MindshareCountry: IndiaIndustries: TV channels, services, programmesMedia channels: Mobile & apps, Programmatic display, TelevisionBudget: 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...