The Bengali GEC reinstates its philosophy ‘Chalo Paltai’ to further deepen its bond with viewers
BestMediaInfo Bureau | Delhi | June 18, 2012
On Sunday, June 17, 2012, Star Jalsha unveiled a refreshed identity, featuring a new logo – a diamond star amidst a fictionalised event show titled ‘Chalo Paltai’ (let’s bring a change). The new identity will be backed with programming that reflects and reinforces the brand philosophy of ‘Chalo Paltai’ to further deepen its bond with viewers.
In September 2008, Star Jalsha was launched as a Bengali general entertainment channel from the Star Entertainment Media stable. With never seen before glamour, gloss and unique approach of storytelling, Star Jalsha soon became the most loved channel of the Bengali diaspora.
Iconic shows like ‘Ekhane Aakash Neel’, ‘Durga’ and ‘Bandhan’ created magic and presented viewers with a myriad range of emotions by presenting a fresh perspective on life and relationships, living up to the brand philosophy ‘Chalo Paltai’ and celebrating ‘Notun Bangali’.
Kevin Vaz, President - Ad Sales, Star India and GM, Star Jalsha, said, “It gives me great pleasure to announce the brand refresh for our channel Star Jalsha. This is the first time in the history of regional television brands in India that a refresh has happened in such depth of detail, permeating to the core of its business. Star Jalsha has become synonymous with Bengal with every step taken since its inception. ‘Chalo Paltai’ brings about another beginning, of reinventing concepts, stories treatment and packaging, to keep up with changing emotions, societal changes and a fresh take on life and relationships.”
Two new shows are being launched: ‘Aanchal’, a unique story that weaves a tale of a simple village girl who takes life head on and decides to bring justice to her family; and ‘Care Kori Na’, a coming of age love story in the backdrop of college campus life.
The new diamond star logo symbolises the light and energy at the heart of the channel, feminine yet powerful, a symbol of clarity and purity, denoting optimism and aspirations that every woman embraces as an inherent quality. The red swoosh signifies the strength and emotion that binds them together.
The brand refresh is being brought alive though a disruptive marketing strategy, both in terms of creativity and scale, covering an eclectic media mix of air, OOH, print, activation and digital.