Star Plus commands a substantial footprint reaching a pan India audience over 170 million viewers The programming roster boasts of a popular palette of fiction & nonfiction shows capturing the imagination of audiences across the country. Affinity for a GEC channel like StarPlus is built through its content, however affinity to the content is driven by it’s characters. This makes it critical for the channel to narrow the divide between the audience & their favourite characters to enable a deeper connection with the brand.

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.