August 15, 2026 03:43 am (IST)

Make this your homepage

Television

Ajit Doval breaks silence on Operation Sindoor in Discovery’s explosive new docuseries | Rahul Gandhi's 'mock hug' taunt sparks row; Centre stresses 'mutual respect' with Italy | Delhi on high alert: Bomb threat to High Court, airport and multiple locations ahead of I-Day | ‘Who are they to interfere?’: CJI Surya Kant slams Bar Council of India over NALSAR students’ enrolment row | 'Shows how low Congress has sunk': BJP slams Rahul Gandhi over Modi foreign policy jibe | From guns to glamour: Former women Maoists walk the ramp in Chhattisgarh | Netaji row: Suvendu Adhikari govt strips BJP MP Anant Maharaj of state honour | Sukhbir Badal attacked by Nihang Sikh with kirpan at Maharashtra gurdwara; assailant detained | ‘If you cannot do it, we will pass an order’: Supreme Court’s final warning to Centre on food labels | ‘Time to move on’: Bombay HC sends strong message in Vijay Mallya-bank dispute

Telly soap now embarks on 'Pockets of Change'

India Blooms News Service | | Sep 06, 2015, at 06:33 pm

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.

#Telly soap # 'Pockets of Change' #Packets of Knowledge # Tomay Amay Mile # Star Jalsha

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.

India
International

Related Images

In Images: Rani Mukerji receives honorary doctorate from La Trobe University Aug 14, 2026, at 04:45 pm

In Images: Sunny Deol, Rajkumar Santoshi promote ‘Batwara 1947’ in Kolkata Aug 12, 2026, at 10:22 pm

In Images: Stage marks its entry into Bengali entertainment with grand Kolkata launch Jul 15, 2026, at 03:41 pm