.

Star Plus' programming head (non-fiction), Ashish Golwalkar said, “Sub-franchises play a major role if you want to use the strength of the brand without overkill. For viewers also, it is easier. They are watching a bit of the same without over killing the particular kind of content,” he says. “When you go out into the market, if it is a successful sub-brand, advertisers who have earlier had a good experience with us and the brand, will be more than happy to associate with the brand again.”

Prem Kamath – Channel Head, Channel V said, “This election is a significant one for India, especially with the enormous number of youth and first-time voters. Channel V has always stood by the needs of the youth, with shows that talk of a carefree yet responsible attitude. This new campaign is another step towards what Channel V stands for. The youth today is curious about the election and we want to be there for them, to be able to make an informed voting decision, thereby playing a key role in

Star Plus Marketing Head, Nikhil Madhok said, “We want to encourage them to exercise their vote and contribute to the country’s progress. However, a lot of them are still not aware that the registration is an important prerequisite to voting. This first phase of our campaign aims to address that.”