Integrated Campaign ; Large Business
Client Star India Pvt. Ltd
Brand Star India
Entrant Mindshare
Brief Star Plus traditionally had been the ‘Numero Uno’ brand in the GEC (general entertainment channel) space and a loyal female audience base. With thriving competition the challenge was to stay relevant & resonate with younger audiences by challenging the stereotypes that exist in popular culture
Video featuring Virat Kohli, M.S.Dhoni & Ajinkya Rahane. showed sporting the new jersey with their Mother’s name. #NayiSoch encouraged people to build conversations & change their display picture with a customized jersey. Indian team unveiled new jerseys during Ind vs NZ ODI & spoke about significance of this gesture.Followed up with #MainHoonNayiSoch video & asked people to share their pledge