MUMBAI: Star India is continuing to glitter, what with a successful IPL season just concluding. And just as the IPL finale was underway, it unveiled a new look for its lead general entertainment channel Star Plus.  

Not only does it have a new red logo but it also has a new tagline – Rishta wahi, baat nayi. Interestingly, the GEC has got youth icon Alia Bhatt as the channel face. The aim is to reflect today’s contemporary youth. This new Star Plus will not only excite the viewers with its variety of emotions but also give them a new perspective on relationships and life.

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A new channel song was uploaded on YouTube featuring faces from the channel’s prominent shows. Reports state that AR Rahman has composed the music for the channel’s new positioning, lyrics have been penned by Swanand Kirkire and sung by Sunidhi Chauhan. The trailer hints that the shows are going to take new turns for the channel’s progressive look. Bhatt ends the trailer stating that there are going to be new stories with new ideas. 

Speaking about the transition, Star India MD Sanjay Gupta said, “Star Plus has been setting new benchmarks in the industry for the past two decades. With this new Star Plus, we are once again creating a new world of entertainment for today’s young and aspirational India – offering a diverse range of characters and unconventional stories that will spark a new conversation in society.”

Bhatt explained why she agreed to sign on the dotted line with Star for the Star Plus rebranding exercise. Said she: “What convinced me to associate with Star Plus is the similarity the brand and I share. We both give a lot of importance to our families, friends and relationships etc. and understand their importance. I am very excited about the new range of shows coming up on Star Plus with characters which are very real and relatable. Shows like Mariam Khan-Reporting Live, Kullfi Kumarr Bajewala and Krishna Chali London highlight relationships and emotions, while Sabse Smart Kaun is a unique concept which celebrates common people who use common sense. With these am sure Star Plus will continue to touch our lives in the same way like it has been doing for the last two decades.”

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In its new avatar, the channel will offer a wide variety of content across genres, with shows and characters that will evoke a range of emotions and will appeal to the family as a whole. Its recently launched new shows are an ode to this – Sabse Smart Kaun, Kullfi Kumarr Bajewala, Mariam Khan – Reporting Live and Krishna Chali London.

Star’s idea of roping in Bhatt suggests that the channel is looking to hook younger viewers over the general idea that GECs are meant for older audiences and especially homemakers. Some of Star’s prominent shows such as Ye Rishta Kya Kehlata Hai have also taken turns by risking to replace older actors with young names which has fared well for the channel and seems to have emboldened it. 

The new logo is its iconic red star with a golden swoosh signifying positivity, freshness and celebration of relationships.

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On the music composition, Rahman said, “While composing the sound identity for Star Plus, I kept in mind the need to create something memorable, inventive and creating a sense of warmth. The tone had to be young, uplifting and joyous while capturing the beautiful journeys of the variety of characters showcased on Star Plus.”