Star Jalsha unveiled its new look on June 25, 2012. The channel has undergone a revamp after four years of its launch. The channel has gone for a brand refresh not only in terms of its philosophy but also its content and collateral.
The channel now sports a new logo, the ‘diamond star’, which signifies power, transparency and a vibrancy of colour and emotions that the channel wants to portray. The new logo has been designed by Ogilvy.
Commenting on the revamp, Kevin Vaz, President - Ad Sales and General Manager, Star Jalsha said, “Star Jalsha has become synonymous to Bengal with every step taken since its inception. It has embraced Bengal’s sentiments, aspirations, values and traditions in becoming a clear leader in the state’s entertainment scenario.”
The channel’s tag line ‘Chalo Paltai’ (Change is good) talks about changes in every sphere of work.
Elaborating about the new logo, Sumanta Bose, Vice President – Marketing, Star TV said, “The new logo symbolises the light and energy at the heart of the channel. Feminine yet powerful – a symbol of clarity and purity, denoting optimism and aspirations that every women 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.”
To create awareness about this initiative, Star Jalsha has undertaken various media promotions on different scales. Electronic media, newspapers, hoardings and digital media tools are being used.