Star Plus: Winning the Eyeball Battle

General entertainment network Star Plus wanted to drive loyalty in the highly competitive GE market in India to regain its position as the number-one channel.

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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands