Q&A with Donald Kwag, Star CJ Alive, on the ongoing creative pitch, focus on housewives and BTL, growing share of online sales, preference for smaller agencies, and more.
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The online store will facilitate users to compare products available through the network.
The guiding thought for the launch communication of 24-hour shopping channel Star CJ Alive was built around what the research team heard in their pre-campaign interviews. Paritosh Joshi, chief executive officer of Star CJ Network, said, “In fact during the same research when people were asked whether they shopped from a homeshopping channel, the most oft-quoted response was ‘Paagal hai kya?’ Thus out of this ‘Paagal Hai Kya’ response was born the ‘Paagal’ character – the madman with the crazy hairstyle.”
STAR CJ Network India has launched STAR CJ Alive, a 24-hour home shopping channel with the aim to transform lifestyles and the shopping experience for the Indian consumer. This was done after a successful pilot phase launched last year as a 6 hour slot on STAR Utsav.STAR CJ Network India is the result of a strategic partnership between Indian television network STAR and South Korean home shopping business CJ O Shopping.
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