STAR Network wants to talk. If anyone has put the STAR leadership phenomenon at the back of his head, the network has decided it is time to bring it all to the fore. Leading dailies including the financial ones carried different creatives to make different points about STAR, and if STAR India COO Sameer Nair’s words are anything to go by, this is just the tip of the iceberg. The multimedia campaign that would go on for the next eight to 10 weeks seeks a strong share of voice.
The print advertisements that STAR has released is just the first burst of this aggressive campaign. “These ads are designed to speak to the business community. It is trade communication and hence placed in the leading financial dailies. But as we go forward, the communication will expand in all terms,” Nair said.
Speaking about the motive behind the campaign, he said, “There is no particular reason. Everyone is aware about STAR’s leadership and this is just reiterating the fact. It is telling people that STAR holds a continuous dominant position for almost four years now. That is a difficult task and we are doing it. Our growth is not tilted to any direction, it is a widespread one.”
Nair elucidated that as the campaign progresses, the target it will address and the messages that will unfold will also spread out. Said he, “We will talk about everything, our content power, performance, value for money, everything. Going forward, the campaign will speak about all our channels and bring forth the strength of the network.”
Ajay Vidyasagar, Head, Marketing and Communications, added, “There are a series of activities planned around the campaign. It is a comprehensive campaign which will address a huge cross-section of audience.”
While the first burst of ads were largely in the financial dailies, the ads will be seen in all the mainline publications ranging from business dailies and magazines to general interest papers and magazines. Targeting advertisers and advertising agencies, it will also include considerable online activities and local events. The promotions and direct marketing activities will again focus on the advertisers, consumers and agencies.
Vidyasagar remarked, “The message is necessarily to put forth STAR’s leadership position. It will take in different facets and demonstrate that to people. It is a fact that STAR is a star of any media plan, irrespective of TG, brand or objective of the plan. Watch the activities going forward - there is a lot of punch in it.”
Nonetheless, what is the leader’s opinion on whether new properties on other channels will take a toll in its ratings? Nair replied, “I don’t think it should affect our performance. But let’s see.”