Cadbury Oreo - A bond between siblings
From The Mobile Indian
Kolkata, October 22, 2012
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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