We tell stories because we find that they piece together the complete picture of the times we live in. Star Vijay’s storytelling aims to reflect the aspirations, lives and values of the Tamilian society. Since 2004, we have been steadily curating a differentiated entertainment offering for our viewers but the phenomenal resurgence of Star Vijay started in 2017.
Our marketing team set out to understand the entertainment needs of a Tamilian household. We discovered that the viewers had acquired new tastes in non-fiction yet they continued to seek meaningful entertainment. Inspired by these new learnings, we cast a wide net to understand what format could help us rebuild the channel.
We conducted extensive research to dig into the themes that resonate with them. One of the key insights that led to our breakthrough strategy was the pride that Tamilians place in their culture. Our new motto aimed to reflect this sentiment with Edhilum Pudhumai Tamizhan Perumai. The motto is a nod to the freshness of approach, innovative ideas and Tamil pride.