Star Jalsha Promo CHALO PALTAI by Ogilvy & Mather Kolkata

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CHALO PALTAI

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Industry TV Channels/Radio Stations and Programmes
Media Promo & PR
Market India
Agency Ogilvy & Mather Kolkata
Associate Creative Director Anirban Guha
Creative Director Sujoy Roy, Sukhendu Mukherjee
Art Director Sreejita Chakraborty
Copywriter Arnab Manna
Photographer Suman Mukherjee
Editor Darshan Dugar, Ishit Patel
Released November 2012

Credits & Description

Advertiser: STAR JALSHA
Agency: OGILVY & MATHER
Category: Corporate Image & Information
Advertising campaign: CHALO PALTAI
Copywriter: Arnab Manna (Ogilvy & Mather India)
National Creative Director: Abhijit Avasthi (Ogilvy & Mather India)
Editor: Darshan Dugar (Dream Weavers)
Executive Chairman/Creative Director South Asia: Piyush Pandey (Ogilvy & Mather South Asia)
National Creative Director: Rajiv Rao (Ogilvy & Mather India)
Art Director: Sreejita Chakraborty (Ogilvy & Mather India)
Creative Director: Sukhendu Mukherjee (Ogilvy & Mather India)
Executive Creative Director/South Asia: Sumanto Chattopadhyay (Ogilvy & Mather South Asia)
Editor: Ishit Patel (Dream Weavers)
Photographer: Suman Mukherjee (Suman Mukherjee Photography)
Associate Creative Director: Anirban Guha (Ogilvy & Mather India)
Creative Director: Sujoy Roy (Ogilvy & Mather India)

Implementation
Being an entertainment channel, Star Jalsha heavily relied on two mediums to promote their shows: namely, television and outdoor.The challenge was to create a campaign that goes beyond traditional media to make 'Chalo Paltai' a practice and not restrict the phrase to a mere philosophy. Star Jalsha had approximately 500 billboards put up in the city of Kolkata. If left to fate, these would end up in the dumping yard causing unnecessary pollution. So instead of creating a campaign we launched the ‘Chalo Paltai’ movement. Flex from Star Jalsha’s billboards was recycled into many useful things.

Client Brief Or Objective
TV channel Star Jalsha wanted to live up to its brand philosophy of ‘Chalo Palai’ (Let’s Change). At the same time the channel was looking to become more environment-friendly by reducing their carbon footprint.

Outcome
Over 150 tents were distributed in the flood-hit regions of West Bengal. The recycled shopping bags helped replace approximately 1.5m harmful polythene bags. Star Network along with many other companies has already joined the movement. 'Chalo Paltai' is now no longer just a philosophy but a practice. And most importantly, the movement till date has helped recycle more than 1.7m kilos of flex.

Relevancy
Since the brand philosophy of Star Jalsha is 'Chalo Paltai' which means 'Let's Change', changing the channel's billboards into useful things made perfect sense.