News Corp’s Star TV India has just launched HD versions of key channels and with it- a series of new HD idents showcasing Star Plus, Star Movies, Star Gold, and Star World. As a TV network reaching more than 400 million people per week in India alone, the new brand campaign aims to bring to life the individual character of each channel, all the while highlighting the HD experience.
The fantastical spots, led and developed by agency DixonBaxi with visual effects by Paris-based View, focus on finding a balance between deep traditions and modern innovation.
For example, the character and personality of StarPlus is feminine, traditional on the inside, but with a modern twist on the exterior. Star Gold is Bollywood, but building on classic themes, while shining a light on contemporary interest of “new Bollywood”.
“With Star’s massively popular entertainment channels turning HD, a high definition revolution is set to kick start in India. This is just a glimpse of a slew of exciting initiatives, we will roll out in coming months,” said Star India CEO Uday Shankar.