Star Plus becomes UK’s first Asian TV network to advertise on Underground Tube Car panels

The pioneering move allowed the brand to evolve and experiment with new ways to connect and engage with their audience

e4m by exchange4media Staff
Updated: Jan 24, 2019 1:58 PM

In an effort to expand its reach to a wider, more diverse audience and showcase its variety of content, Star Plus has become the first Asian television network to advertise on London's Underground network, according to reports. Being able to reach millions of commuters, the network witnessed a rise viewership on its channels, Star Gold and Star Bharat. 

According to media reports, Sarika Shankarnarayan, STAR Advertising Sales Ltd said "As a marketer, ensuring that diverse multi-ethnic audiences in the UK are made aware of the variety of compelling content that Star offers, requires a constant re-think of how to effectively target these audience pockets. Creating visibility through branding on tube car panels across the London Underground was one such relevant and effective media. We believe compelling stories cut across ethnic boundaries and inspire and connect."

While, Here and Now 365's Media Director, Suhrud Chimbalkar said "We are constantly trying to evolve in the way brands connect with various audiences. The Star campaign showcased how a truly unique advertising environment such as tube panels can offer brands time to engage with their audience due to the high dwell time. This high impact media was effectively used to reach out to multi-ethnic groups, and showcased Star's wide range of properties - from dramas to movies, taking South Asian entertainment a step closer to London's diverse population." stated reports.

The pioneering move which allowed the brand to evolve and experiment with new ways to connect and engage with their audience seemingly paid off as the channel saw an increase in revenue.

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