February 22, 2026 10:42 am (IST)
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Telly soap now embarks on 'Pockets of Change'
Kolkata, Sep 6 (IBNS) In possibly a novel initiative in a telly soap, aimed at the large number of female viewers among others, a popular TV channel now unleashes ''Packets of Knowledge'' campaign in a serial.
Coined by a leading global Ad Agency, the campaign is all about giving tips about health, hygiene and personal care to rural women and the initiative has been weaved in the daily episodes of the 'Tomay Amay Mile' soap on Star Jalsha, Nilanjanaa Sengupta, of Blue Water Pictures and Productions ltd, told on location shoot at NT1 studio.
With the set resembling the look of a small town market
, where the protagonist Nishith peddles products from his humble shop, the cast flaunted ten 'packets' each having campaigns ranging from 'don't drink water from plastic bottles' to 'washing hands before meal to drive away germ' and 'not becoming pregnant before turning 18' among others.
"The concept of thonga (paper bags from recycled newspapers), is quite popular in Bengal and using the bags as a media venture for socially relevant messaging is an ingenious and incisive way of campaigning. The shop keeper will hand out the thongas to customers and educate them about the slogans - in short 'packets of change'," Executive Director, South Asia, Oglivy & Mather, the agnecy having devised the slogan, says.
"It is part of our plans for real life partnership with grocery stores to replace plastic packets," a Star Jalsha spokesman says.
Female lead Ushoshi says, "Women and home makers in vast areas of Bengal being a large segment of our target audience, this social campaign is aimed at reaching them."
"The audience can't be bored as all these preachings will be weaved as part of story," she says.
More such 'packets of change' will be unveiled in coming months.
With the set resembling the look of a small town market
, where the protagonist Nishith peddles products from his humble shop, the cast flaunted ten 'packets' each having campaigns ranging from 'don't drink water from plastic bottles' to 'washing hands before meal to drive away germ' and 'not becoming pregnant before turning 18' among others."The concept of thonga (paper bags from recycled newspapers), is quite popular in Bengal and using the bags as a media venture for socially relevant messaging is an ingenious and incisive way of campaigning. The shop keeper will hand out the thongas to customers and educate them about the slogans - in short 'packets of change'," Executive Director, South Asia, Oglivy & Mather, the agnecy having devised the slogan, says.
"It is part of our plans for real life partnership with grocery stores to replace plastic packets," a Star Jalsha spokesman says.
Female lead Ushoshi says, "Women and home makers in vast areas of Bengal being a large segment of our target audience, this social campaign is aimed at reaching them."
"The audience can't be bored as all these preachings will be weaved as part of story," she says.
More such 'packets of change' will be unveiled in coming months.
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