MUMBAI: Star Jalsha will unveil on 17 June a “refreshed” identity with a new diamond Star logo.

The logo will make its first appearance while airing the one-day
fictionalised event, 'Chalo Paltai' (Let’s bring a change). 'Chalo
Paltai' is also the brand philosophy of the channel.

Star Jalsha said that this new identity refresh will be backed with
programming that reflects and reinforces its brand philosophy to
further deepen its bond with the viewers.

The new logo shows the light and energy at the heart of the channel. It is also 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 colour of hope, desire, celebration, passion, love, and holiness.

Star Jalsha, which was launched on 8 September 2008, is soon going to complete four years. Shortly after the launch, it climbed the ratings ladder and is leading the genre with significant lead since then.

Star India president ad sales and Star Jalsha GM Kevin Vaz said, “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."

On the new look, Vaz said, “This is 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."

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.

Vaz added that it will be for the first time in the history of regional television brands in India that a refresh is happening in such depth of detail, permeating to the core of its business.

“We have a huge outdoor plan. In a small state like West Bengal, we will have 500 hoardings. Apart from this, there will be branded trains, and all leading newspapers will have full page ads. The new look will also be promoted on the network channels,” he detailed.

Star Jalsha claims that its key shows like 'Ekhane Aakash Neel', 'Durga' and 'Bandhan' have presented viewers with a myriad range of emotions by presenting a fresh perspective on life and relationships, living up to the brand philosophy and celebrating ”Notun Bangali” (new Bengal).

Meanwhile, the channel has also incorporated significant changes in the story lines of some of its shows including Maa, Ishtikutum and Tapur Tupur, to keep up with its tag line.

Additionally, it is also launching two new shows: Aanchal, s 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.