Handling the Star account is Hindustan Thompson Associates. In an effort to address different target audiences, Star Network plans to adopt a two- pronged strategy. ``Our first step would be to re-enforce the Star Plus channel. We have now positioned this channel as a desi channel offering desi entertainment. But in this process, we have lost our English viewership. With this campaign, we aim to regain these viewers, who have switched off from Star Plus, the desichannel. Our multi-media campaign will target at English programme viewers in the country,'' says Mukerjea.

In tune with the channel's localisation strategy, Star TV had released a single press advertisement -- colour full-page ads in all the leading dailies and magazines -- in December 1998. `Aapki Boli, Aapka Plus Point' -- went the strapline of the advertisements for the desi channel. Backing the press campaign was Star Plus' new desi mantra oft-repeated on air: ``Desi Channel. Desi Manoranjan.''

To popularise the desi channel HTA has come up with a unique press advertisement: it's called `The Hungry Ad'. ``The advertising strategy involved combining two vital things that are dear to us -- food and entertainment. We have received great feedback and people have reacted very positively to the ad. We will be running the ad till the end of March 1999,'' says an accounts executive from HTA.

Pertinently, this is the first time that Star TV resorted to press advertising. Says Mukerjea: ``There was a need tomove closer to the Indian consumers. In the last few months, there has been a sea change in our programmes. Till now, we have used our own channels to promote our products. In fact, we needed an additional string to our bow. So, we opted for press, outdoor and cable channels to deliver the desi message. And the collective efforts paid rich dividends,'' adds Mukerjea.

As for the marketing strategy for these brands, Mukerjea says that the company is open for any tie-up with other corporates. ``We are looking at all the existing possibilities. With World Cup Cricket around the corner, the opportunities are endless. We will try to promote our products through any important and contemporary events,'' says Mukerjea.

To compete with the regional channels like Sun, the company has plans to launch a plethora of regional products in the near future. ``To launch regional products, we will go for direct-to-home television,'' says Mukerjea. The desi channel goes to the grass-roots next.