The consultancy was appointed for the project without a pitch, having been approached by the client in late 2010 following ongoing conversations. It has previously worked with Indian media client the Times Group.
Dixon Baxi was briefed to create a distinct look and feel for each channel and focus on finding a balance between deep traditions and modern innovation, while ‘highlighting the incredible impact of the HD experience’. The visual effects were created by Paris-based View.
Dixon Baxi co-founder and creative director Aporva Baxi, says, ‘You have to apply an international mindset with the level of quality, but understand the demographic and nuances of the culture – it’s a very different audience for each channel.’
He adds, ‘We had to really articulate the feeling of HD, and had to reflect the idea of the viewer being transported somewhere else.’
Baxi says that all channels use bold colours, with a different palette and character for each. Star Plus is described as feminine and Star Gold is classic but reflects the contemporary nature of ‘new Bollywood’.