-Mesmerizes NTN’s viewership
THIS STYLE icon has certainly stamped his unique personality on his television presentations, mainly on NTN Channel 69, which have riveted audiences to the television screen, to the extent of the channel’s reach.
An absolute people person, Joel’s patience and kindness in interacting with his wide viewership stands out, especially in comparison with the oftentimes rude and derogatory treatment meted out to callers by many television hosts.
Sponsors have taken heed of his immense popularity and tremendous fan following and are clamouring for him to endorse their products on his top-rated shows – ‘Bedtime Songs’ and ‘Dance with Me’.
Business houses do not want to share airtime on Joel’s shows, and are sponsoring entire programmes that he hosts.  Currently, Ashmin’s has a twice-weekly programme, which Joel co-hosts with Ashley John, the very beautiful and charming daughter of owner, Lennox John.  Arts of India, located in the NTN Building on Brickdam, is also one of Joel’s sponsors, as is B.M. Soat.
Just recently, Joel inked a deal with Ricks and Sari Ltd to be the Face of Sari curry powder.  According to Joel, he was initially reluctant to take up this offer because he is not a curry lover, and he does not endorse products and business houses in which he does not believe, nor does he identify with companies that do not have top-notch customer service.
However, he enjoyed a curry dish prepared at a relative’s house so much that he asked them what made a difference, to which the response was that they only use Sari curry powder.  This precipitated a change of mind, and he agreed to a meeting, initiated by NTN owner Anand Persaud, with Ricks and Sari’s CEO, Dianne D’Oliveira-Rodriques, who is a former Miss Guyana, which intrigued Joel’s interest because of his craze for style and fashion – and beautiful things and people.  The end result is that Joel is now the new face of Ricks and Sari products, especially their curry powder, which will see him being profiled in hoardings, billboards, as well as television and print media, promoting the company’s products.
Wildfire Productions has created a special TV ad with the slogan, ‘Spice up your life with Ricks and Sari, the spice of choice’, with Jonathan Beepat being the creative director.  Joel had nothing but praise for the management and staff of Ricks and Sari Ltd for their friendly, albeit professional conduct during the entire process.
Joel also inked a deal, six months ago, to be the face of BM Soat.  This company’s ad campaign will also feature Joel prominently, especially in its television video, which was also produced by Wildfire, which shot footage for 14 hours at various locations throughout Guyana.  The theme of BM Soat’s ad campaign is ‘It’s your turn to drive’, and Joel described the ad as edgy, upbeat and done in Hollywood style, comparable to any video ad of international standard.
His personal dress style has become very popular, which has prompted him to enter into negotiations to launch his own line of jewellery, which will the themed: ‘Posh, glitz, glamour and you by Joel Ghansham’.  He also plans to host a television talk show that will focus on social commentary, in collaboration with NTN, which will be structuring its studio to accommodate an audience capacity.
He says that living his life is based on his personal philosophy that being different has value; and “knowing where you come from, staying loyal to whom you are, and being happy with yourself.”  He believes that there is great fulfilment to be experienced in treating others with tolerance and respect; also in treating animals with kindness instead of with cruelty or neglect.
According to Joel, his significant benefits from endorsement deals and the wonderful treatment and appreciation that he receives in Guyana, especially from the Persaud family of NTN, who treats him as a member of their family, has encouraged him to remain in Guyana.