STAR India’s latest offshoot, StarOne, is on the lookout of a creative agency. In the course, the network has called for a creative pitch. For the record, O&M currently handles the creative responsibilities of the other brands of STAR India. However, the StarOne account is pegged at Rs 10-12 crore.
While STAR officials were not available for comment on the issue, industry sources informed that the channel would approach three to four agencies for the pitch. Of these, one would be O&M. Sources also informed that a reason why STAR India wanted a separate agency for StarOne was that the network wanted the forthcoming entity to be entirely independent on itself.
StarOne is targeted at the premium Hindi youth audience. The channel is working at programming that would be a complete alternate to the current STAR Plus content line-up. Aimed at the younger audience, this channel would offer the kind of programming that STAR World offers.