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Star Re.Imagine Awards

A new home for creativity, innovation and teamwork

Sports is a great medium to connect with consumers and we, at Star, are always looking for ways to take inspiration from the present and reimagine the future. It is this vision, combined with our belief in offering our viewers and advertisers all-round entertainment, steeped in innovation, that led to the realisation of the Star Re.Imagine Awards. We set out to change the rules of the game.

“That is how the Star Re.Imagine Awards came into being, to recognise great advertising that truly leverages the power of the biggest sporting canvas in India, the VIVO IPL.”
Gayatri Yadav, President, Consumer Strategy & Innovation, Star India

Star Re.Imagine Awards was established to recognise creativity and the use of integrated media in advertising campaigns aired during the VIVO IPL on Star Sports and Hotstar. Earlier this year, Star won the telecast rights for the VIVO Indian Premier League (IPL). To celebrate a decade of the most influential sports platform to come out of India, we attempted to take a fresh approach to the advertising that complemented its telecast. Brands, marketers, creative agencies and media houses found a platform to showcase their best work in a cricket subgenre and reach out to their fans.

 

(L-R) Rahul Johri, CEO - BCCI; Sanjay Gupta, Country Manager, Star & Disney India; Sophia - world's first social humanoid robot; Virendra Sehwag and Harbhajan Singh present to re.imagine VIVO IPL 2018
Sanjay Gupta, Country Manager, Star & Disney India

“The brands that have come on board get to leverage the power of multiple screens, multiple languages, and broaden their reach like never before,” Anil Jayaraj, EVP and Head of Ad Sales – Star Sports.

With over 500 individual advertisements and more than 200 brands on board, it was no mean feat to arrive at a decision. But if anybody was up to the task, it was our illustrious jury, comprised of Sir John Hegarty, founder, BBH and The Garage; Piyush Pandey, executive chairman and creative director, Ogilvy & Mather India and South Asia; Rahul Welde, global VP digital transformation, Unilever; Vibha Paul Rishi, Rajkumar Hirani, film director; and Sunil V, former founder-CEO, Weiden & Kennedy India, and Motherland Ventures.

 “John Hegarty hasn’t been to India often and when we approached him, he welcomed us with open arms. That gave us a lot of confidence and we knew we were on the right path. We knew that this was an award that was being appreciated by all the three facets of marketing: creative, media, and clients,” Ashok Kumar, Brand & Marketing Team.

The jury

The success of the awards lay in the simplicity of the process

The jury members met a day before the VIVO IPL final and watched every ad featured on Star Sports and Hotstar. Each ad automatically qualified, which ensured the agencies didn’t have to go through the cumbersome process of having to explain why they chose a particular idea or submitting special creatives just for the jury.

It was one significant way in which Star reimagined the submission process.

A shortlist of 13 was made and finally, the jury decided on the two winners: Swiggy and Fevikwik. “The awards celebrated creativity, teamwork and the integrated use of television plus digital on display this season of VIVO IPL,” says Gayatri Yadav.

While Swiggy’s ‘No order too small’ did a seamless job of integrating the game into their food delivery service, Fevikwik ‘Khushiyon ke chand pal’ took a humorous take on how Fevikwik can possibly fix anything including relationships.  

Creating an unmatched experience

From the outset, we wanted to create a new home for ideas. Great ideas can come from anyone and not just the creative folks.

The making of the Orange Star

So, we decided to celebrate everyone involved in the winning advertisements – up to 24 people from each brand. And, they were felicitated by Mahendra Singh Dhoni. This year’s winners took home the coveted Orange Star trophy. They also got the chance to witness the Premier League match featuring Manchester United at the Old Trafford stadium in Manchester.

“It has been one of the most delightful trips. The game night was absolutely wonderful and to be part of this historic stadium was amazing. All I can say is, I salute everyone who has organised this. Thanks to Star and Star Re.Imagine Awards for the wonderful days,” Piyush Pandey, Executive Chairman and Creative Director of Ogilvy South Asia.

With a successful event behind us, we’re already looking at how we can reimagine the Star Re.Imagine Awards next year. “We are dedicated to curating experiences that are beyond the ordinary and plan for it meticulously. We have raised the bar in this first edition. Maybe we’ll have a more magical event, a different trophy or a different format. The possibilities are endless because there is no limit to reimagination,” Lydia Buthello, EVP & Head – Brand Experience & Events.

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Read more on reimagine.startv.com

 

 

 

We Change

We are constantly changing, challenging and doing totally new things. New formats, cutting-edge technology, with the highest quality standards – one of our key principles is to challenge status quo.

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Imagination is the heart of everything we do. We create new possibilities and open up new ideas. We pride ourselves on being a hothouse of creativity.

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