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Sony's Jassi leaves its stamp on Indian Post

By BS Corporate Bureau in Mumbai
September 01, 2004 09:05 IST
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Guess who will be adorning postal envelopes along with the likes of Mahatma Gandhi and JRD Tata, it is none other than the geeky darling of the tube -- Jasmeet Walia alias Jassi.

To mark Jassi's birthday, Sony Entertainment Television has tied up with the postal department to get a picture of its prime-time princess on envelopes and even a mention of the Jassi Jaisi Koi Nahi slogan on cancellation stamps. `Special cover with special cancellation' as it is called.

This is the first time a fictitious character will stamp her seal on daily mail. The special Jassi envelopes will cost Rs 10 and will not require a postal stamp.

"Jassi is iconic of the middle class women and has become a household name. The Indian Post and telegraph department is in fact honouring Jassi. It will be a collector's item," says Sunil Lulla, executive vice-president of SET India. The post and telegraph department will be launching around 200,000 Jassi postcards and around 10,000 envelopes.

SET India has seen its channel share increase in the general entertainment category from 8.5 per cent to around 26 per cent. There has also been an equivalent increase in overall advertisement revenue, thanks to Jassi.

The channel, to a considerable extent, has been successful in cutting across masses with the story of an ordinary girl Jassi Jaisi Koi Nahin.

Indeed it has come as a shot in the arm when the channel is trying to compete with arch rival Star Plus raking higher TRPs with saas-bahu melodramas.

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