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  • STAR Jalsha?s Industry-First Green Initiative Bags Back-to-Back Awards

    Submitted by ITV Production on Apr 22

    MUMBAI: STAR Jalsha, Bengal?s largest general entertainment channel, has bagged two coveted awards ? The Olive Crown and The Bloomberg Brand Leadership Award for Sustainable Marketing Leadership? for its industry leading green initiative that reduced tons of toxic waste from West Bengal?s capital city Kolkata.

    STAR Jalsha won these awards in recognition of the ?Chalo Paltai? or ?let?s change? campaign to recycle a staggering 7,000 kilogram of toxic waste every day in Kolkata.

    The Confederation of International Advertising Association in partnership with Asian Federation of Advertising Association awarded STAR Jalsha the prestigious Olive Crown earlier this month for the channel?s eco-friendly initiatives that aimed at reducing air pollution in Kolkata.

    The Olive Crown follows the honour for ?Chalo Paltai? by reputed news organisation Bloomberg. STAR Jalsha in February won The Bloomberg Brand Leadership for Sustainable Marketing Leadership. The award, endorsed by CMO Asia and Asian Confederation of Business, recognized the channel?s earnest attempt to recycle toxic and household waste into functional, day-to-day use items.

    STAR Jalsha launched the ?Chalo Paltai? initiative as part of its brand re-launch in 2012. The channel converted 7,000 kilogram of waste generated from flex billboards every day by recycling it into shopping bags, folders, CD covers, table mats, wall hangings and other useful items. These billboards are usually disposed of by burning, a process that emits several harmful toxics into the city?s atmosphere every day. STAR Jalsha?s green campaign was developed in association with globally renowned advertising agency, Ogilvy & Mather.

    Kevin Vaz, President and General Manager, Star Jalsha and Jalsha Movies, said: "We are honoured to receive these prestigious awards. These awards are a great encouragement for us to continue doing our bit for the society. We are also thankful to the people of West Bengal and all other dignitaries who supported us in our endeavour.?

    Piyush Pandey, Executive Chairman & Creative Director, Ogilvy & Mather South Asia, said: ?Recycling is an age-old tradition in India and I am extremely happy that Star Jalsha, through Chalo Paltai, has stayed true to our traditions. I sincerely hope that other corporates step forward to adopt a noble cause like this.?

    The ?Chalo Paltai? initiative, that touched nearly 50,000 lives, gave waste from flex a new lease of life and is being replicated across Kolkata. The campaign carried forward the channel?s philosophy of bringing about a significant change in the society.

    The campaign received a tremendous response from every part of the city with several well-known celebrities and influential leaders lauding STAR Jalsha?s efforts.

  • " Chalo Paltai " an unique step towards saving the environment by Star Jalsha

    Submitted by ITV Production on Sep 25

    KOLKATA: Over the last 4 years STAR Jalsha , STAR Network?s Bengali GEC, through its never before seen glamour, gloss and unique approach of storytelling , has developed into the most loved channel of the Bengalis and has won the hearts of every viewer in Bengal by consistently presenting innovative formats, fresh and captivating storylines in accordance with their brand statement Chalo Paltai (Let?s Change). This time the channel has come out with yet another innovative approach to contribute towards saving the environment by taking a progressive step and a firm stand toward reducing their carbon footprint in our already fragile environment. In recognition of the fact of the unending cycle of environment pollution caused by the flexes used in promotional campaigns once their use is ended, the channel decided to launch an initiative ?Chalo Paltai? whereby the flex used in all the promotional campaigns of the channel will be recycled into reusable objects like shopping bags, table mats and wall hangings.

    This one-of-a-kind initiative will result in the reduction of usage of flimsy plastic products that are the biggest bane of our environment. Conveying the message that every individual who uses a ?Chalo Paltai? item is doing their bit to help the environment, the channel will be seen educating and engaging with the public on the roads of Kolkata in front of colleges and market places with the Chalo Paltai van up to the end of the month.

    This initiative is a FIRST by any brand in the world and through it, the channel hopes to inspire and invite others to join them in their endeavour to further the cause of environment protection.

    Star Jalsha will follow up on this activity by gifting these exclusive Chalo Paltai Items to key opinion makers comprising of celebrities, top corporate executives and other renowned personalities from different sections of society. Eventually the channel intends to host a fashion show cum exhibition which will feature and highlight these inimitable creations.

    Commenting on this unique and pioneering initiative, Mr. Sumanta Bose, Vice-President Marketing, STAR Jalsha said, ?In our own small way, we, at Star Jalsha, are happy to contribute towards our country?s and our planet?s preservation with the initiative Chalo Paltai. Our brand philosophy is all about change and through this initiative; we strengthen our commitment towards bringing about change whether it is in the domain of entertainment or the environment.?

    This outstanding initiative is being amplified digitally on the channel?s Facebook page so as to ensure that the message of environment protection and recycling reaches one and all.

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