Star India has been entering into innovative tie-ups with various brands, for example, the Vodafone roadblock that was done on the entire Star Network some years ago. Taking this innovative theme forward, five channels of the Star Network – Star Plus, Star One, Star Gold, Star News and Star Utsav – have tied up with the 2010 Intel Core processor family to promote them through various brand integrations. This innovation is being done by OMD.
Commenting on the idea behind the association, Kevin Vaz, President - Sales, Star India, explained, “The popular characters on the Star Network are a part of the Star Parivaar and hence, Intel processors are a perfect brand fit. This is the first time that a technology product is launching on air like this.”
Vaz added that there would be various on air innovations such as L-bands, Aston bands and transition bumpers. In addition to this, special vignettes were being created with the popular characters on Star Plus. Star Plus has also implemented in-show integrations, where popular characters will plug the tagline, ‘Tez hi Nahi, Smart Bhi’, in their dialogues, which happens to be the promise of the Intel Core processor family. In all, 5-6 shows across these five channels would be a part of this association.
Vaz further said, “We give our clients full opportunity for branding and we continue to be innovators and partners for our advertisers and have done some deals in the past, which have been the talk of the town. Our aim is to make the Star Network the platform for all our clients’ promotional activities.”
Prakash Bagri, Director - Marketing, Intel South Asia, added here, “We saw an intrinsic fit of the recent launch of our all new 2010 Core Processor Family with the Star Network. This media innovation is a first for any technology brand in India and we are very excited to see how this association will help drive brand appeal for our products.”
The teaser campaign for this association commenced on April 28, while the reveal campaign went on air on May 3 and will continue till the month-end.