MCCS, recently launched Star Majha, a 24-hour Marathi news channel.  We were challenged to create an identity that would capture & reflect the changing nature of life in Maharashtra, yet look contemporary. Our other challenge was that both the existing Star News channels had been designed by Red Bee (the BBC broadcast design division)!

The concept for the look of the channel stemmed from two basic thoughts - it should look up-market; yet, have a strong native element that identified its regional character

The ‘graphic’ look is derived from the WARLI tribal paintings, of Maharashtra. The sheer joy of living is aptly conveyed through this art form. Spiral formations of men and women symbolize the circle of life. Both conceptually and visually, the art form lends perfectly to the channel identity and is unmistakably ‘Maharashtrian’. Relying on 3D graphics and a very glossy feel, Wide Angle Films has successfully created a strong branding device for the channel.