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STAR Jalsha creates jungle-like feel in Kolkata

By Nandana Das , afaqs!, New Delhi | In OOH News | May 12, 2011
The out of home (OOH) activity, carried out in Kolkata, has been done in association with Ogilvy, Kolkata, and the channel's outdoor agency, Mirror Image.

STAR Jalsha has created special tree houses, tight-rope bridges, and huge hoardings with innovative usage of LED lights to promote their latest reality show 1000 Ghanta (Hours). The out of home (OOH) activity, which has been carried out in Kolkata, has been done in association with Ogilvy, Kolkata, and the channel's outdoor agency, Mirror Image.

The reality show has 12 contestants competing against each other to win and get access to some basic needs by executing certain tasks. It is about surviving in one of the islands of the Andamans for 1000 hours. STAR Jalsha is also promoting the idea of 'survival of the fittest' through the show. 1000 Ghanta is being anchored by Bengali cinestar Indraneel Sengupta.

The channel has created a tight-rope bridge amidst an island in one of the residential areas of Kolkata. To promote and give the public the actual visual effect of a forest, a tree house, with complete light and sound effects has been created and placed at some areas of the city. The idea is to get a feel of a forest like ambience.

Other than this, it has also put huge hoardings with some innovative usage of LED lights. The hoarding has been designed in such a way that it dons different looks during day and night. If during the day it appears that the anchor of the show is standing in a forest, after sunset, eyes start glowing on the hoarding, indicating impending danger in the forest.

The expenditure made for the outdoor activity is approximately Rs 5-6 lakh.

Talking about the outdoor activity, Ravish Kumar, executive vice-president and general manager, STAR India, says, "The objective of the activity is to simulate situations from the show for the viewers to experience the real setting, and simultaneously, to raise curiosity and interest towards 1000 Ghanta. The main idea is to create lots of buzz around this. STAR Jalsha has created special tree houses, and a tight-rope bridge to create a better connect with its direct and indirect audiences."

The areas in which the activity is taking place in Kolkata are Salt Lake (East Kolkata), Esplanade (Central Kolkata) and Southern Avenue (South Kolkata).

The primary target audience for this is the mobile youth. "But, as a matter of fact, anybody and everybody can get drawn towards the show after seeing such innovative campaigns," mentions Kumar.

Talking about the responses, Kumar says, "The response, so far, is tremendous. This is probably the first time in the history of Bengali GEC that a channel has undertaken such activities to promote its new show. The Bengali audiences have never seen such innovative campaigns before, and we are happy that they accepted it very well."

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