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Speaking exclusively to Adgully, Sanan said that the credo of the channel had always been “Aap Ko Rakhe Aage”. He said, however, that as the market matured, it was important to educate viewers so that they could make informed choices. “A brand differentiation is the logical fallout of a maturing market,” Sanan said.
As for the campaign, it has been developed by the STAR News’ in-house creative agency, Central Creative Cell, and Mindshare is taking care of media management.

Sanan explained the rationale for the campaign: “Since the market is maturing, it’s time for each brand to realise what it wants to stand for, and the products need to be in line with that realisation.” He said that the market abounded with news channels, so it was important for each brand to understand its consumers. “Every brand has to determine the kind of news and packaging consumers want,” he said.

STAR News has picked up advertising slots on general entertainment channels including STAR Plus, Zee TV and Sony. Also, the channel has targeted print publications like Amar Ujala, Dainik Jagran, Lokmat and Divya Bhaskar. Radio City will run the campaign on its FM station.