Creative Execution

Segments & memorable moments from various shows of Star Plus were threaded basis characters and their traits, relationship dynamics, iconic dialogues & moments, reactions integrated through a custom channel in the ‘Vyng’ app. The platform allowed users to assign these videos to their near & dear ones every time they call, making delight possible in everyday conversations. The roster of these content cuts was a varied palette segregated basis multiple facets of relationships & quirks making it relatable and further enabled multiple brand interactions that were willful and truly personalised.

- 136 K active users using Star Plus video ringtones - 680 K+ plays per day - 10.2 million hours of free screen time - Earned media amounting to 510K INR daily

India is a truly mobile first market with 2 x consumption compared to desktop making them synonymous with life enabling consumption, creation & conversations Audiences desire to seek ‘real connections’ that offer a human touch. Thus, relatability, affinity & love for characters deepens only when they go beyond the context of the show & intersperse with life beyond the 16:9 screen. We sought to link characters on Star Plus with real-world relationships in way never done before