Brands
After Max, Sony comes out with branded postcards
MUMBAI: “The postal department has met Sony Entertainment Television half way to make it possible,” Maharashtra Circles’ chief post master general K Noorjehan was quick to offer. The occasion to inaugurate the special cover with cancellation and Meghdoot postcards marking the first anniversary of Sony’s flagship show Jassi Jaissi Koi Nahi.
Showering the show (Jassi…) with a liberal dose of praise, Noorjehan said that she had been flooded with numerous calls from media about the preferential treatment meted out to Jassi. Rightly so, as she and the speaker before her – Sony Entertainment Television India’s CEO Kunal Dasgupta – informed that the special cover with special cancellation was normally offered only to commemorate meretious services of over 50 years and above.
“Even to consider the proposal and to process the demand, the postal department requires one year’s time,” Noorjehan said. So what makes Jassi so special that she could jump the queue? “She rescued us from the weepy dramas. General masses like you and me can identify with her. She has shown us that its is not really important to be good looking but you can succeed if you have enough grit and determination,” she said.
The same sentiment was echoed by the Sony team and as executive vice president programming and response Tarun Katial put it in his inaugural speech, “One year already since we introduced the masses to this unlikely heroine with spectacles and braces. Despite being labeled an ugly duckling, she has shown the world that you can succeed just on merit with your grit, determination, intelligence and hard work.”
But hasn’t the show been slipping lately. “Not really. It is just a cyclic phenomenon. In fact, we have quite a few changes in the pipeline to pump in the vigour.” Although he said that Jassi won’t really be shedding her braces and spectacles soon, but viewers will witness a transformation in her attitude, Katial informed. “Plus we will have a climax to the current build up of the plot, where Jassi becomes aware of Armaan and his devious plots and falls in love with Purab,” he added.
What the show has offered to television besides a different storyline is a case study for marketing innovations.
“We get numerous phone calls every day from educational institutes, who want to speak to us about the effectiveness of the marketing innovation and the excellent adaptation,” DJ Creatives producer Deeya Singh said. But she did admit that the story wasn’t following the original very closely. “But it has worked wonders for the show. Look at the way Purab’s track has been accepted by the masses,” she argued.
A clear indication of the popularity of the show was the Centrium Auditorium at the World Trade Centre in Mumbai, where the press conference was held. Professionals working in the neighbouring offices were trying constantly to sneak in to get a peek of their favourite telly character.
And what did the star of the show Jassi aka Mona Singh have to say about it, “I am extremely honoured and deeply humbled.”
It needs to be noted here that in February this year, Sony’s sister channel Max had also introduced branded postcards wherein they had tied up with the Indian postal department. The post card, apart from carrying the Max logo, also promoted the 5 pm movies on the channel with a message: ‘Har shaam paanch baje dekhiye.’
Brands
Myntra revives ‘Fashion ki Adalat’ to put social judgments on trial for International Women’s Day
Courtroom satire stars Lisa Ray and Archana Puran Singh
NATIONAL: Ahead of International Women’s Day, fashion e-commerce platform Myntra has revived its social campaign Fashion ki Adalat, expanding the idea of societal judgment beyond clothing choices.
The latest instalment of the campaign features actor and model Lisa Ray in a satirical courtroom drama that puts everyday scrutiny of women’s choices on trial. Veteran actor Archana Puran Singh reprises her role as the presiding judge, delivering the verdict in a humorous yet pointed narrative.
Set inside a stylised courtroom, the campaign frames the case as “Society vs Her Choices,” turning familiar criticisms into formal accusations. Through humour and satire, the film examines how women’s decisions, ranging from fashion and career to marriage and identity, are frequently judged across different stages of life.
The narrative traces three phases of Lisa Ray’s life. At 18, her independence is framed as defiance. Later, after marriage, her decision not to change her surname is questioned. In midlife, her ambition and bold self-expression are again scrutinised. Each moment is met with sharp retorts that challenge social expectations and reinforce the campaign’s central message: personal expression should not be subject to public approval.
With Fashion ki Adalat 2.0, Myntra is attempting to broaden last year’s conversation from defending individual fashion choices to questioning the impulse to judge them altogether.
“Self-expression is often met with unsolicited scrutiny,” said Myntra head of social media marketing and creator ecosystem Monalisa Panda. “Through this campaign we wanted to spotlight that reality and celebrate individuality across life stages.”
Created and produced by Ideaz Farm, the film was directed by Yash Danak, with creative direction by Katya Mohan and Rishi P Ekta Taak and Prasanna Shetty served as producers, while P Kalyani Sunil handled cinematography.
The campaign forms part of Myntra’s wider push to position fashion and beauty as tools of personal identity and self-expression for younger consumers across India.
