MUMBAI: Star Network has extended its roadblock initiatives from television to the online video space.

Star Player, Star Network‘s online video destination, has partnered with Tata Teleservices to run a five-day roadblock campaign in September for Tata Photon Plus.

Beginning 22 September, the campaign will have a Tata Photon Plus pre-roll featured on all videos played on Star Player throughout the duration. media2win is the online advertising agency handling the Tata Photon Plus account.

Says Tata Teleservices marketing communication - VP Trivikram Thakore, "The purpose of advertising is to create awareness among those who represent your consumption audience. One can do this through a slow burn approach which still has some probability attached to it or a high impact approach where you take up all possible advertising space to ensure visibility for 100 per cent of your potential consumers. The roadblock on startv.in enables us to reach out to our consumption audience at the right place and time."Adds media2win COO Namrata Balwani, "Contextual relevance is the key to any form of brand advertising. Star Player has content that requires hi-speed video streaming

and Tata Photon Plus is a hi-speed wireless internet access device suited for such needs. We found synergy in doing a week long roadblock to reach consumers and create impact."