Reimagine the personality of your must-have storyteller
Background
Last year, at Star, we found ourselves at the doorstep to shape the way consumers are entertained. We decided to create a destination born out of the desire to talk directly to our 500 million viewers and give them the best stories at their fingertips. With that, Hotstar was born.
Hotstar is India’s largest online destination for premium video content. With more than 50,000 hours of exclusive drama and movies across 8 languages and live coverage of the biggest sporting events from around the world including cricket, football, kabbadi, tennis, F1 and badminton, it is one of the world’s largest platforms for premium content available to consumers for free. Hotstar saw the fastest adoption of any new digital service anywhere in the world, and is now seen as India’s favoured destination for high quality shows and movies.
Challenge
Re-imagine the visual personality of the biggest storyteller/ entertainer in the country.
We believe in treating you as an individual and not as part of the crowd. We believe everyone should have the power to choose. We believe in giving you the best of stories and the freedom to choose.
Think about it as not just designing the look and feel of a mobile application, but creating something that can represent an attitude and become part of the popular culture. Think of creating a personality that everyone wants to have on their phone irrespective of them using it or not. Make it unique, distinct and edgy.
Audience
The 90 million odd people who have smartphones in this country. From the 18-year-old, for whom YOLO and FOMO is all that matters, to the 35-year-old, who wants his/her entertainment on-demand.
Considerations
Consider the logo and product interface as constant and not subject to change. You can make mild changes to the logo but keep the basic form same.
- Think digital, on-air and off-air.
- Start with the primary elements of identity design and build from there.
- Keep in mind that it needs to be expandable/adaptable in the future.
- Do some research and understand what ‘power to choose’ means to people. It’s a key differentiator from other modes of getting entertained.
Deliverables
An integrated visual language with digital, on-air and off-air solutions. We would like to see the following:
- Primary elements that define the visual language
- The thinking behind the creative decisions
- Example applications, 2 for each mediums listed below:
– Digital (Facebook post & web banner)
– Broadcast (promo end page & lower thirds)
– Off-air (print/billboard ad & t-shirt)
Download the Brief
Download the Submission Guide
Download the Logo
