Spreading joy takes on a new dimension as STAR Jalsha, makes this Puja both meaningful and fun for the have-nots! As Chalo Paltai, let’s Change, the brand philosophy of STAR Jalsha, pledges to touch the lives of the under-privileged and warm the hearts of the patrons of this channel continues it. Last year STAR Jalsha widened its brand philosophy from pure entertainment to saving the environment. Post its brand refresh last year, wherein the channel had plastered the city with billboards, the channel came up with an innovative approach to contribute towards saving the environment, by recycling the billboard flex which otherwise would have been burnt causing huge carbon emission. As part of its commitment to change, STAR Jalsha has unlocked a huge potential in waste management. Its project of converting waste generated from its billboards flex into shopping bags, folders, CD covers, table mats, wall hangings and other useful items bagged two coveted awards – The Olive Crown and The Bloomberg Brand Leadership Award for Sustainable Marketing Leadership. This green initiative has helped reduce toxic waste from Kolkata. Taking the initiative to the next level this year, STAR Jalsha true to its motto, Chalo Paltai, is all set to change the lives of underprivileged women. The channel roped in students from fashion designing institute INIFD who were given the task of coming up with aesthetically enhanced and commercially viable designs. Through a contest the top 8 designs were selected by ace fashion designers Abhishek Dutta & Agnimitra Paul and know how handed over to the NGO Hope Foundation. Destitute women associated with the foundation would replicate the designs on flex converting it to a sustainable source of income for them. Hence, along with conserving the environment by recycling of used flex, the initiative now will form a source of sustainable income for the underprivileged women. In tandem with the festive season in another of its ‘Chalo Paltai’ initiative STAR Jalsha conducted a School Contact Program across 50 schools in Kolkata in August and September, where a painting competition was organized for students of classes 1 to 8. Of the shortlisted 200 entries, five paintings were selected by renowned painter Subroto Gangopadhyay, reproduced on T-shirts and distributed amongst the street children and slum dwelling kids. Through this gesture STAR Jalsha has managed to not just lift the spirits of the street children but also build a bridge between the school going, privileged ones and them. The grand finale where 5 winning designs for the T-shirt designing contest & 3 winners for the flex designing contest were awarded at the ceremony were announced included celebrities like, Kolkata’s very own didi, Usha Uthup, Tollywood actor Payel Sarkar, designer Agnimitra Paul and Avishek Duta, painter Subroto Gangopadhyay and popular Star Jalsha characters Commenting on the unique and pioneering initiatives, Sumanta Bose, Sr. V.P. Star India said “Our shows communicate the message of ‘Chalo Paltai (Let’s Change)’, but being the ‘change makers’ in the life of the common man and the world as a whole is what inspired us to take up the initiatives. We have been touching the hearts of our viewers through our progressive characters and shows, and are glad that now through our unique ‘Chalo Paltai’ initiatives we could touch the lives of many who need it the most. Our brand philosophy is all about progressive change and through our initiatives we try to strengthen our commitment towards bringing about joy and happiness whether it is in the domain of entertainment, environment or human life.” As far as Kolkata is concerned STAR Jalsha’s Chalo Paltai has promised change and delivered it too.