Revamping brand STAR Jalsha

Apart from a new logo, the new identity will be backed by refreshed programming.

STAR Jalsha, the Bengali general entertainment channel from the STAR stable, has revamped its look and logo. It will also make significant changes in the programming line up as well as the storylines of the shows.

However, the channel will maintain the tagline, Chalo Paltai (Let's change).

London-based brand consultancy Venturethree has designed the new packaging of the content, along with the new look and logo.

The new logo is a diamond star with a red swoosh. The channel believes that the star symbolises the light and energy at the heart of the channel, its clarity and purity, denoting optimism and aspirations that every woman embraces as an inherent quality. The red swoosh signifies the strength and emotion that binds together. It is the colour of hope, desire, celebration, passion, love and holiness.

STAR Jalsha will also launch two new shows to back the new philosophy of the channel. Kevin Vaz, president, ad sales, STAR India and general manager, STAR Jalsha, says, "Two new shows are being launched, Aanchal, a story of a village girl who decides to bring justice to her family and Care Kori Na, a coming of age love story in the backdrop of campus and college life. The channel is not just changing the look or logo, it's a change in the philosophy which makes it more relevant for the current audience."

As for the current shows, the story lines will be tilted a little, inform sources. Keeping up to the Chalo Paltai tagline, significant turning points have been incorporated in the story lines of Maa, Ishtikutum and Tapur Tupur.

The channel claims to be garnering 485 GRPs currently, while it says that the retail sector is advertising more these days.

The revamp will be communicated through a media mix combining air, OOH, print, activation and digital.