01
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.
