Happy Birthday Star “Life Ok” & Good Bye Star one

Star  with Rupert Murdoch’s entertainment company is launching Life OK, a brand new channel aimed at the 150 million television viewers in the Hindi-speaking market. “people are just too free to watch TV and sit on Internet “

Well I think colors and ndtv india is giving star group a tough competition as they are already drawing youth to watch their shows so very few left to watch whats on the channel. So they have to accept the failure of star one and come up with an idea that now they will not cater some selected age group but some selected mind sets which is in major .( What difference it is going to make let the time tell)

As the trailer shows man is not happy in life by what and when he is getting things he always feels he deserved better or someone else is having better so the channel wants to say that appreciate what you have . The name Life OK reflects the philosophy of the new brand. “Through our stories we wish to tell people that you are free to seek what you want but in your search for more you must not forget what you already have,” Sounds like kahan ghar ghar ki

“Teri to hai aish , apni to dhat tariki , uska dekho style, apni to dhat tariki…..”.

But I don’t see any special fresh breeze in serials it just like colors ,sony,zee etc http://en.wikipedia.org/wiki/Life_OK    except  the following

• for the fact that the telesoaps on the channel will be for 7 days of the week . Which means that you will feel same on every day in this channel no Sundays for them.
• Life OK also plans to manage advertising inventory differently. It will have three shows an hour unlike the standard two on other channels and advertising breaks won’t exceed two minutes. Which means you have less time doing dish washing
• It seems they are so much into chasing other channels that they missed to cater the young star one fans .. as i dont see any series for them teel coll going gang as of now.
• “Recognising the importance of youth, the brand has been launched via a weeklong digital engagement plan and the biggest online concert ever with an eight-hour-long Life OK Rockathon exclusively for the web,” The web concert on Sunday included performances by Shankar Ehsaan Loy, Euphoria, Agni, Shaa’ir and Funk, and Indus Creed. The musical duo of Salim Sulaiman, Kailash Kher and the talented Shilpa Rao also enthralled the audience in this never before web concert. So Boss its the only channel who also had an e launch till now http://www.lightandlife.com/concert.htm

  http://www.soundbox.co.in/life-ok-presents-biggest-web-concert-mahadev-rockathon/

• Choosing Madhuri Dixit nene a women from middle class reached stardom on her own is the smart move on channels part. Madhuri Dixit will be the channel’s vivacious ‘Suthradhar’ and will guide viewers about the stories on the channel and its link to the channel’s philosophy.

I can see this is going to be the major launch of the season under the new CEO Armed with a launch budget of more than Rs. 700 crore, the channel is expected to spend Rs. 120 crore in marketing the brand via digital media, roadblocks on television, print and outdoor campaigns. The rest is being invested in programming and distribution.

Where is star one suddenly gone ??? Its now life OK with fresh serials Time only will tell the fate of the channel but till then lets welcome the new channel life OK http://www.lifeok.com/

 Biding Good Bye to Star One Sega

Well after almost 7-8  years of Star one we are saying good bye to it. Start one was a Youth oriented channel and almost every serial was based on chocolaty love stories be it vampires or school collage going kidos you can listen to the story and tell its start one.

When Long back it was launched for almost 1 year i was impressed by this channel as it came up with brand new fresh feel serials like guns and roses, siddhant and Remix all were great start-ups but the entire feel of the channel deteriorated with the time and  I started using the channel as comedy channel whenever you have to see some thing beyond the world goody or bad watch and laugh

The only consistent fav of all class and age group was Sarabhai Vs Sarabhai

Its sad ( that “abb geet parayai nahi ho payegi” pyar ki ye kahani me vampire werewolf & humans will stay together forever and colleges will be waiting for some hip hop people altogether .;)

 

Officers Choice : Re positioning of Brand

To be honest this is one of the top adds in liquour industry which talk about human values and the choice’s we have before us in our life, whether to take a “patli gali” or stand tall! even at a personal cost. However, the protagonist exhibits his officer like qualities and in the end makes the right choice.

So here they want to take the officer as a metaphor to righteousness bhai kya baat me sach me dum hai ??

Its more of andar ka officer jagao I dont know weather they are trying to change the image of liquor industry or just trying to create a good will in the homes of people having “Officers choice”

Ex Positioning of Brand : If we see the history of the product we will find that Officer’s Choice, as the name suggests, was a brand that was portrayed to be the preferred choice of naval officers and hence, it was aspirational to the consumer. The brand positioning flowed from this thought and hence the tagline – ‘Challenge Yourself’, was thoughtfully created. The campaign then focused on the daredevilry and bravado of the officers and how they could overcome any challenge, making the consumer feel strong and macho when he chose this brand. Here is the old add.

Repositioning of the Brand : Now if we see for the current market the positioning was old and outdated. consumer today, who did not really look up to naval or army officers now,at least not as much as they used to.So now they are looking for some officer who doesn’t himself thinks of him as who can portray for the brand.

Therefore a re-positioning was devised keeping in mind the Tag line , where the brand would celebrate the officer in each and every one of us and highlights will be the subjects relevant to consumer and exhort him to make the right choice, because he too is an officer.If you could keenly see in the guy driving is also drunk and for sure he is not having this brand

The campaign embodies the aspirations of the common man who wants to be recognised for his deeds. He ensures that he lives up to his moral standards and ethics. He does his duty and would not waver from it. He is truly an officer in real life and the campaign acknowledges his contribution.And thats why in other add the common man is portrayed for him

Here are the glimpses of entire campaign of Officers Choice , Now that called as re positioning

Designed by : Allied Blenders and Distillers Pvt. Ltd. (ABD) i think Director is Prahlad kakkarhttp://en.wikipedia.org/wiki/Prahlad_Kakkar  but the qualty of paicturization and actors is lower then the average adds . Just to let you know the brand poses growth rate of 33%

well long back when the dalda was not a popular brand i.e inspired of zillions of adds it was not able to make its existence in the market they came up with the tag line “maa ke hatho ka swad” and they gave the respect for the brand among the people so that people can really tell and show off that they have used the Dalda .That was lintas sucess story by alique padmesse

Well now i realized however short i try to write it grows on its own like form add review it shifted to add positioning in the market