MAM
Star Jalsha to wear a new ‘Diamond Star’ logo
MUMBAI: Star Jalsha will unveil on 17 June a “refreshed” identity with a new diamond Star logo.
The logo will make its first appearance while airing the one-day fictionalised event, ‘Chalo Paltai‘ (Let’s bring a change). ‘Chalo
Paltai‘ is also the brand philosophy of the channel.
Star Jalsha said that this new identity refresh will be backed with programming that reflects and reinforces its brand philosophy to
further deepen its bond with the viewers.
The new logo shows the light and energy at the heart of the channel. It is also feminine yet powerful – a symbol of clarity and purity, denoting optimism and aspirations that every woman embraces as an inherent quality. The red swoosh signifies the strength and emotion that binds together. It is the colour of hope, desire, celebration, passion, love, and holiness.
Star Jalsha, which was launched on 8 September 2008, is soon going to complete four years. Shortly after the launch, it climbed the ratings ladder and is leading the genre with significant lead since then.
Star India president ad sales and Star Jalsha GM Kevin Vaz said, “Star Jalsha has become synonymous to Bengal with every step taken since its inception. It has embraced Bengal’s sentiments, aspirations, values and traditions in becoming a clear leader in the state’s entertainment scenario.”
On the new look, Vaz said, “This is about another beginning, of reinventing concepts, stories treatment and packaging, to keep up with changing emotions, societal changes and a fresh take on life and relationships.”
The brand refresh is being brought alive though a disruptive marketing strategy, both in terms of creativity and scale, covering an eclectic media mix of air, OOH, Print, Activation and Digital.
Vaz added that it will be for the first time in the history of regional television brands in India that a refresh is happening in such depth of detail, permeating to the core of its business.
“We have a huge outdoor plan. In a small state like West Bengal, we will have 500 hoardings. Apart from this, there will be branded trains, and all leading newspapers will have full page ads. The new look will also be promoted on the network channels,” he detailed.
Star Jalsha claims that its key shows like ‘Ekhane Aakash Neel‘, ‘Durga‘ and ‘Bandhan‘ have presented viewers with a myriad range of emotions by presenting a fresh perspective on life and relationships, living up to the brand philosophy and celebrating ”Notun Bangali” (new Bengal).
Meanwhile, the channel has also incorporated significant changes in the story lines of some of its shows including Maa, Ishtikutum and Tapur Tupur, to keep up with its tag line.
Additionally, it is also launching two new shows: Aanchal, s story that weaves the tale of a simple village girl who takes life head on and decides to bring justice to her family, and Care Kori Na, a coming of age love story in the backdrop of campus/college life.
MAM
Lego brings Messi, Ronaldo, Mbappé, Vinicius together
Campaign clocks 314 million views ahead of FIFA World Cup 2026 buzz.
MUMBAI: Four legends, one frame and not a single tackle in sight. Lego has pulled off a crossover few thought possible, uniting Lionel Messi, Cristiano Ronaldo, Kylian Mbappé and Vinícius Júnior in a single campaign ahead of the FIFA World Cup 2026 only this time, they’re building dreams brick by brick.
Titled “Everyone wants a piece”, the campaign features the quartet assembling a Lego version of the World Cup trophy, before placing miniature versions of themselves atop it, a playful nod to football’s ultimate prize. Shared widely across social media, the ad carries a pointed disclaimer: it is not AI-generated, a subtle but telling signal in an era where even reality is often questioned.
The numbers tell their own story. The campaign has already crossed 314 million views on Instagram across the players’ accounts, with fans hailing it as a rare, almost nostalgic moment particularly for the reunion of Messi and Ronaldo, whose last shared campaign ahead of the 2022 World Cup became one of the platform’s most-liked posts.
Beyond the film, Lego is extending the play with exclusive, player-themed sets tied to each of the four stars, part of a broader football-led programme designed to ride the global momentum building towards 2026. The idea, as echoed by the players themselves, leans into the parallels between football and play experimentation, creativity, failure, and triumph.
Messi described the sets as a way to bring on-pitch moments into an imaginative, hands-on world, while Ronaldo called the transformation into a Lego figure a rare honour, blending sport with storytelling. Vinícius, meanwhile, struck a more personal note, recalling childhood moments of building with Lego and framing creativity as a universal language that transcends borders.
The timing is no accident. With the 2026 World Cup set to run from June 11 to July 19 across the United States, Canada and Mexico, and featuring an expanded 48-team format, global anticipation is already building. Argentina, led by Messi, will enter as defending champions, adding another layer of intrigue.
For Lego, the campaign does more than celebrate football, it taps into its mythology. Because when icons become figurines and rivalries turn into play, the beautiful game finds a new kind of pitch. one built, quite literally, by hand.
