Mindshare & Lowe work on MCCS’ new id
The on-air change will see Star News, Star Ananda & Star Majha become ABP News, ABP Ananda & ABP Majha. The communication theme is ‘Our Stars don’t change, our News does not change, only our name changes’
Published - 07-May-2012
As MCCS channels gear to re-launch Star News as ABP News in Hindi, Star Ananda as ABP Ananda in Bengali and Star Majha as ABP Majha in Marathi, the first communication for the change is set to break today. The change on the channel will take place on June 1, 2012.
The creative agency on the business is Lowe and the media agency is Mindshare.
MCCS is launching the new ids through a massive communication campaign, which begins on May 7, 2012. A company statement said that over the next eight weeks, the company will aggressively communicate the change using a combination of TV, print, radio, outdoor and internet to all viewers and stakeholders.
In a statement, Ashok Venkatramani, CEO, MCCS stated, “MCCS’ three news channels have become market leaders in their segments, which has helped us evolve as a strong and respected broadcast news company.”
He added, “Our channel is managed by fine professionals -- editors, journalists, technicians, who would continue to maintain the highest standards of ethical journalism. We also have a strong and professional team in sales, marketing and distribution who would continue to strive to ensure that value is delivered to their clients. Consistent with this fact, we have a simple communication theme -- Our Stars don’t change, our News does not change, only our name changes.”
For MCCS, the move marks the next phase of makeover for the company.