We will actively reinforce our core promise: Star TV's Anupam Vasudev

After rebranding itself with a brand promise of Rishta Wahi Soch Nayi last year, STAR Plus, has entered the first quarter of 2011 with the stage two of its brand campaign. The channel recently announced its renewed commitment as a channel to celebrate the family with the woman at its core. Through the phase two of the brand campaign Star Plus dedicates its success to every woman in this country who is slowly but progressively bringing about the Nayi Soch in her life, in the lives of her family members and society at large.

The communication of the new phase is to convey that a woman brings us into the world and strives relentlessly to keep our world together. Her entire existence is dedicated to the well being of her loved ones and in fulfilling her family's needs. To give this unsung hero her due, Star Plus reinforces its brand promise through Ode to the Woman, an extension of Rishta Wahi Soch Nayi with woman at the helm.

To take this forward Star Plus unveiled the Star Plus Anthem showcasing the different facets of a woman. This anthem is conceptualized by Piyush Pandey and composed by ace-director-Vishal Bharadwaj.

Talking about the new anthem and the stage of the brand campaign, Anupam Vasudev, Executive Vice President- Marketing & Communications, Star India Pvt. Ltd, tells Adgully, "The Indian woman has always been and will always be one of the core audiences of Star Plus. However, it's not about focusing exclusively on women. The idea is to celebrate the woman who is the inner strength of every Indian family. We believe that women are bringing Nayi soch in their own way and this campaign is to highlight the contribution that they make."

The campaign thought of "Ode to the woman" will be backed by an exciting new content line up. In the first of among many shows Star Plus launched Wife Bina Life- a show that pays a tribute to the woman who turns our house into a home. The show was launched on the 29th of January at 9 pm. Hosted by Mini Mathur and Cyrus Sahukar, Wife Bina Life is filled with wit and humour, tears and tantrums.

Along with this, on the same day the channel launched two other shows like: "Love you Zindagi' at 7pm, and "Pyaar Mein Twist' at 10.00pm completing the much required weekend entertainment for its viewers.

When asked about the advertiser response to the stage two, Vasudev says, "As the leading broadcasting network in India, we pride ourselves on being a pioneer in whatever we do. I am happy to say that advertiser response has been Very positive towards our latest campaign as it is clearly building strong loyalty to the channel, which goes much beyond the shows. Star Plus' dominant and steadfast leadership along with a steady growth in viewership has helped remove all uncertainties on media deliveries for advertisers making the channel once that they can bank on for consistent media deliveries."

"This campaign is not just about focusing on one consumer segment - woman, as much as it is about celebrating the woman who is at the core of the family and who plays a crucial role in the family's pursuit of progress. We will be actively reinforcing our core promise of "Rishta Wahi, Soch Nayi' through various creative expressions and initiatives on an ongoing basis and this one is just one of many such attempts," he added.

Star Plus will soon be launching Maayke se bandhi¦Dor starting from 14th February at 8.30 pm, this is a story of Avni, who chooses to continue supporting her parents financially even after her marriage.

Apart from the content line-up reinforcing the thought, Star Plus will take the spirit of this campaign to its viewers through an engagement initiative called Tu Hi Meri Star Viewer Interaction Initiative. This digital initiative is a platform to give voice to the viewers and let them dedicate their ode to the special woman in their live and make her the 'Star'. This initiative will enable consumers to make their dedications through online posts, uploading photos, videos etc. and let other users vote for nominations and celebrate the best ones as the real stars.

"Ode to the woman' will also have a 360 degrees presence across all mediums of entertainment. Star Plus will reinforce woman's immense significance in every Indian home and society at large through an aggressive radio, print and digital plan. | By Prabha Hegde [prabha(at)adgully.com]