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<i>Jassi</i> turns one on air, Sony goes all out in celebration

30-August-2004
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<i>Jassi</i> turns one on air, Sony goes all out in celebration

It’s celebration time for ‘Jassi Jaissi Koi Nahin’. The programme that changed STAR’s ‘top 50 on 50’ equation completes one year on the Indian television. Tarun Katial, EVP, Programming and Response, SET India shares that the channel has quite a few plans to celebrate the occasion. Right from a special one-hour episode to the launch of a Jassi collection to making her mark on Indian postal services, the festivities include it all.

The channel has tied up with Satya Paul, the dress designer on the show to launch a special collection for working women. Jassi’s Monday, August 30 episode will mark the on-air launch of the collection. Following this, it would be available in all Satya Paul stores. “Jassi is an icon for the working woman. What better way is there to celebrate it than by putting something together for the working women.” expresses Katial.

Quite a lot is planned around the birthday episode too. With characters like Jassi’s mother and grandmother taking on the ramp, designer Satya Paul too would make a presence in the episode. Adding interactivity, Jassi would address birthday letters in the episode too. Amongst other plans, the channel is planning on activities on radio too with an on-air session on Red FM and something on the same lines with Aaj Tak as well.

Also, in collaboration with the Indian postal services, the channel has managed to launch a Jassi postal cover. “The postmaster general has been kind enough to help us put this initiative in place,” says Katial. The envelope would be released in a party organised by the postmaster general at the hands of ‘Jassi…’s lead characters Armaan and Purab.

“Jassi is a unique character and on Indian television, a unique proposition. The completion of one year is a milestone in itself, not just for the channel but for the Indian programming on the whole,” states Katial.

For programming, Jassi indeed proved to be a differentiated initiative. The show managed to rope in new viewers to the mass entertainment category. Sony’s marketing endeavours and innovations around the show has been recognised in various platforms like the Promax awards and RAPA awards. The show has proved to be a constant deliverer for Sony and the channel promises that the days to come would only see an improvement.

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