April 11, 2026 02:52 am (IST)
Follow us:
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.
Support Our Journalism
We cannot do without you.. your contribution supports unbiased journalism
IBNS is not driven by any ism- not wokeism, not racism, not skewed secularism, not hyper right-wing or left liberal ideals, nor by any hardline religious beliefs or hyper nationalism. We want to serve you good old objective news, as they are. We do not judge or preach. We let people decide for themselves. We only try to present factual and well-sourced news.
Support objective journalism for a small contribution.
Latest Headlines
‘It was really cute’: Alexandra Breckenridge on her favourite Virgin River S7 dance with Martin Henderson
Fri, Mar 20 2026
‘Mexico was hot’: Virgin River stars share fun BTS moment as Season 7 streams on Netflix
Fri, Mar 13 2026
Mel and Jack return! Virgin River Season 7 now streaming on Netflix
Thu, Mar 12 2026
‘Beginning of another chapter’: Virgin River trailer tracks Mel and Jack’s new journey; series arrives on March 12
Tue, Feb 10 2026
JioStar makes big AI bet, appoints Emmy winner Stephan Bugaj to shape future of entertainment
Wed, Feb 04 2026
Bridgerton stars Luke Thompson and Yerin Ha spill secrets about steamy intimate scenes in Season 4
Tue, Feb 03 2026
Matthew Perry: A Hollywood Tragedy premieres on discovery+ India
Tue, Jan 06 2026