Star CJ Alive campaign built on research response “Paagal hai kya?”

The guiding thought for the launch communication of 24-hour shopping channel Star CJ Alive was built around what the research team heard in their pre-campaign interviews. Paritosh Joshi, chief executive officer of Star CJ Network, said, “In fact during the same research when people were asked whether they shopped from a homeshopping channel, the most oft-quoted response was ‘Paagal hai kya?’ Thus out of this ‘Paagal Hai Kya’ response was born the ‘Paagal’ character – the madman with the crazy hairstyle.”