Kolkata, Oct 7 (IANS): Bengali channel STAR Jalsha has taken an initiative to make the festive season meaningful and fun for the underprivileged.

As Chalo Paltai (Let's Change), the brand philosophy of STAR Jalsha, it pledges to touch the lives of the underprivileged.

In 2012, the channel widened its brand philosophy from pure entertainment to saving the environment by recycling the billboard flex, which otherwise would have been burnt causing huge carbon emission.

"Our brand philosophy is all about progressive change and through our initiatives we try to strengthen our commitment towards bringing about joy and happiness whether it is in the domain of entertainment, environment or human life," Sumanta Bose, senior vice president, Star India, said in a statement.

The channel roped in students from Inter National Institute of Fashion Design (INIFD), who were given the task to create viable designs.

Through a contest, eight designs were selected by fashion designers Abhishek Dutta and Agnimitra Paul.

Destitute women associated with NGO Hope Foundation will replicate the designs on flex converting it to a sustainable source of income for them.

In another of its ‘Chalo Paltai' initiative, STAR Jalsha conducted a School Contact Program across 50 schools here in August and September, where a painting competition was organised for students first standard to eighth standard.

Of the shortlisted 200 entries, five paintings were selected by popular painter Subroto Gangopadhyay, reproduced on T-shirts and distributed amongst the street children and slum dwelling kids.