Star Plus, News Corporation’s India-based flagship general entertainment channel, has rebranded with a new ruby red hue and lots of media chatter. The rebrand includes a new radiant red logo, new tagline (roughly translated: “same relationship, new thinking”), and new signature tune which was overseen by Ogilvy and Mather Chairman & Creative Director Piyush Pandey.
The comprehensive rebrand is said to have cost an estimated $4M, with Ogilvy handling tv creative duties with the new logo designed by Venture 3. The last time Star Plus underwent a makeover was back in 2000.
I’ve included two video clips for you this morning. The first being the Star Plus logo launch event (the Olympics music an interesting touch), with the second a short conversation with Star Plus CEO on the channel’s new look.
The rebrand comes at a time when Viacom 18-owned arch-rival Colors unseated Star Plus from its perch last year. Since mid 2009, the top position in Indian television has been between Colors and Star Plus, followed closely by Zee TV and NDTV Imagine. Rupert Murdoch’s son James, who oversees News Corp.’s businesses in the Asia-Pacific, favoured the channel’s reinvention.