STAR Plus has unveiled its new identity and a new tagline ‘Rishte Wahi, Soch Nayi (Old relationship, New thinking)’, in line with a new programming line-up, on the occasion of its tenth anniversary as a Hindi GEC.
The new logo is a ruby star, created to symbolise the channel's beating heart -- feminine, strong, full of energy and life. The white hot swoosh represents the inner strength and quest for fulfillment. A key component of the new Star Plus identity is the color red. A company statement explains that as "red is the color of prosperity, optimism, weddings, celebration, hope, desire, purity, passion, love and holiness, the new logo is the traditional and familiar star emblem infused with a modern, fresh and energetic expression."
Talking about the revamp, Uday Shankar, CEO, Star India said, “It gives me great pleasure to announce the brand refresh for our flagship channel Star Plus. This is the first time in the history of television brands in India that a refresh has happened in such depth of detail, permeating to the core of its business. The overarching defining value of the refreshed Star Plus is Nayi Soch — Fresh Perspectives, which will now reflect in everything Star Plus will do, from the point of creating content, to creating brand solutions for advertisers, to adding value to our distributors, stakeholders, employees, and reflecting in the way it lives its life & builds its business.”
Read a more detailed interview with STAR India's CEO Uday Shankar on the new identity in Campaign India's issue dated June 18, 2010.