'Rishte Wahi, Soch Nayi' is the new tagline of Star Plus, changes logo to ruby

On 12th June'10, Adgully was the first to report that Star Plus unveils a refreshed brand promise and identity with the Ruby Star from an event where Star Plus was celebrating it's 10 years of Hindi programing. We promised to give you the detailed story on the entire event and here it goes...

Our hearty congratulations to Star Plus on the completion of a journey of 10 glorious years. A decade is equivalent to 10 years, a very long time huh. A senior professional from the Media fraternity once said in a conclave, that these days one generation is equal to four years, as the world is changing fast. Coming back to a decade's time, and connecting it with the earlier statement it means Star has ruled for two and a half generations.

From the "Saas bahu sagas to Bidayi, ruling the TRP, Star has maintained the legacy of making a place in everyone's heart. However with the passage of time people had more options to explore.Hence it necessitated a change in look and image. Keeping this thought in mind Star India unveiled a refreshed Star Plus with the tagline "Rishte Wahi, Soch Nayi (Old relationship, New thinking)' to further deepen its bond with viewers. To debut on June 13th with the Star Parivaar Awards 2010, the channel refresh will feature a new Star Plus logo, the Ruby star, along with programming that reflects 'Rishte Wahi, Soch Nayi' ' a fresh perspective on life and relationships.

The "nayi soch' on Star Plus is manifest in the shows currently on air ' the process of change and the brand promise is already coming through, demonstrated in strong characters who reflect the fresh thinking on the channel. The woman of Star Plus brings in "nayi soch' either quietly, staying in the background or leading from the front. All content created on Star Plus will continue to reinforce the brand promise - "nayi soch' ' the new perspective on life and relationships.

The new logo is a ruby star which beckons viewers to enter the crystal world of Star Plus, making it come alive in their lives. The ruby star is the beating heart of the channel, the heart of India - feminine, strong, full of energy and life. The white hot swoosh, lit from within, and represents inner strength and quest for fulfillment. A key component of the Star Plus identity is the color red. Nothing epitomizes India better than the color red. Red is the color of prosperity, optimism, weddings, celebration, hope, desire, purity, passion, love and holiness. The Star Plus logo is the traditional and familiar star emblem infused with a very modern, fresh and energetic expression.

The new logo has been created by UK-based Venture 3 while Ogilvy and Mather is the creative agency.

With this Star Plus promises a new reign and celebrates the family with women at the helm.