Star Jalsha’s sweet surprise!

As part of the promotion of their daily soap called “Tomaye Amaye Miley”, Bengali GEC Star Jalsha, executed an activation wherein they got made the world’s largest Jalebi . The idea of activation was linked with the show where a central character called Nishith had just won the accolade for being ‘The World’s Top Cook’ in the story line. The Jalebi was 8ft. 2 inches in size and was declared an official new record by the Limca Book of Records authorities. The activation has been done by DDB Mudra’s Kolkata team.

The objective of this activation was to share the celebrations of Nishith’s achievement with the viewers and further popularize the serial and increase recall.

The challenge was to come up with something innovative with a high never- before-done factor and which would be relevant both to the viewers and to the topic and theme of the serial. This was a daunting task which was tackled through the innovative idea.

Commenting on the initiative, Sumanta Bose, Sr. V.P. Star India said, “At Star Jalsha it has always been our endeavor to live up to the brand promise of’Chalo Paltai’ and engage our viewers in innovative ways every time.  Tomay Amay Miley, which recently went through a story-turn, received immense support from the viewers. Star Jalsha gave back the love to its viewers through the on-ground initiative, where the crowd became part of the victory celebration along with Nishith and Ushoshie, the lead characters of the show.

The event was well popularized and thousands of people, including the stars of the show, assembled at the venue to witness a record-setting phenomenon.