Star Jalsha unveils the new diamond star identity!

September 2008, STAR Jalsha was launched as the Bengali General Entertainment Channel from STAR Entertainment Media Pvt Ltd 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” to name a few 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”.

 

Over the last 4 years STAR Jalsha went on to win the hearts of every viewer in Bengal by consistently presenting innovative formats, fresh and captivating storylines.

 

On Sunday June 17th 2012, Star India will unveil a refreshed STAR Jalsha identity. The channel refresh will feature a new Star Jalsha logo - the “Diamond Star”, amidst a grand fictionalized event show, rightly titled “Chalo Paltai”. This new identity refresh will be backed with programming that reflects and reinforces the brand philosophy “Chalo Paltai” to further deepen its bond with the viewers.

 

On this significant occasion, Kevin Vaz, President Ad Sales, STAR India Pvt Ltd 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 to Bengal with every step taken since its inception. It has embraced Bengal’s sentiments, aspirations, values and traditions in becoming a clear leader in the state’s entertainment scenario.  “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.”

 

Keeping up to the Chalo Paltai tag line, significant turning points have been incorporated in the story lines of “Maa”– Jhilik at the crossroads decides not to succumb to the ill treatment bestowed on her. Baha of “Ishtikutum” decides to take up life where education would be her stepping stone and “Tapur Tupur” – re-establishes the fact that the birth of a child is an option that only a mother can choose.

 

In addition to this, two new shows are being launched; “Aanchal” – an unique story that weaves the 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 campus / college life.

 

The new logo a “Diamond Star” symbolizes 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 together.  It is the color of hope, desire, celebration, passion, love, and holiness.

 

This 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.