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Nikhil Madhok, Senior VP, Marketing, Star Plus, explained, “Rebranding can happen in three ways: a refreshing of the on-air packaging, a proposition change or a change in content along with positioning. This last one is the only genuine rebranding process.”
Nitin Kukreja will speak on “The Game Changer” that Star Sports has established itself as in this growing industry as the country’s biggest broadcast network plans to invest a massive Rs 200 billion towards its sports business initiatives over the next three to five years.
Star India Chief Operating Officer Sanjay Gupta said: “We have bought this sports asset to use as a tool for marketing our various brands. We have a portfolio of brands from Star Plus, Life Ok, Star Cricket, etc, and we will use this asset when we need to push any of these brands. Of course, we will need some time, as the jerseys will have to be printed by Nike. We have been buoyed by our experience of being a ground sponsor for IPL; that has, for instance, helped us market the Star Plus brand n
Star India COO Sanjay Gupta speaks on the title sponsorship of team India, the reasons behind the sports drive and the challenges that lie ahead in monetising all its investments