Star CJ Alive rolls out a new TVC for festive season

MUMBAI: Home shopping channel Star CJ Alive has come up with a new TVC aiming at attracting more shoppers during the yearend festive season.

The film is conceptualised and created by Metal Communications while Rowdy Rascal has produced and Siddharth Sikand has shot it.

The TVC is launched with the idea to increase the shopping quotient with offers lined up, appealing every patron to increase their wish list for 2011, the channel said.

Star CJ Alive CEO Paritosh Joshi said, "As the year comes to an end, everyone gets into the mood of celebration and shopping for loved ones as well as for oneself. People are always on the lookout for best offers and deals during Christmas season. This festive season, we have the best offers coupled with exciting prizes for our patrons. Our aim is to encourage our viewers to experience the comfort of home shopping with our range of thrilling offers."

The TVC begins showcasing the post-independence era in the typical black and white setting, highlighting the protagonist‘s delivery of dialogues in the most typical nasal and lilting voices, reminding one of the yesteryears. In a hospital, it shows a doctor slowly removing the bandage from a girl‘s eyes. As the girl begins to focus on her surroundings, the people around her bed, she suddenly starts talking about wanting to travel to Europe, Singapore and wear designer jewelry. Her parents and the doctor are worried and puzzled at her behaviour. The girl then asks them to move aside as they are blocking her view of Star CJ Alive on the TV set in her room. 
The transformation that Star CJ Alive brings into one‘s life is then shown as the protagonist suddenly moves into the modern world and begins shopping from the comfort of her home.

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