Star Plus has launched a new campaign ‘Nayi Soch’ through its brand initiative with BCCI. Centering around women, it questions various societal stereotypes that hold women back. This new TV campaign (made in house) was unveiled on October 16 during the India- New Zealand ODI series where the cricketing heroes play messengers of this ‘Nayi Soch’. In the campaign, India’s cricketers Virat Kohli, Mahendra Singh Dhoni and Ajinkya Rahane proudly wear their mothers’ names on their jersey instead of their own names or father’s surnames, acknowledging the fact that one derives one’s identity as much from one’s mother as one’s father. However the stereotypical societal notions around lineage and identity fall short of acknowledging the role of women - a thought supported and celebrated by BCCI through this campaign as well. The campaign is built around real life examples from the lives of these three cricketer icons, and the philosophy on how they are what they are, in large part because of their mothers.
The campaign is built around real life examples from the lives of these three cricketer icons, and the philosophy on how they are what they are, in large part because of their mothers. Sanjay Gupta, Managing Director, Star India says “We at Star India are very happy to partner with BCCI for an iconic brand initiative of “Nayi Soch”. Star Plus has been a lighthouse brand for women. We have always put women first, told their stories, and are now set to take it to the next level – by challenging orthodoxy and stereotypes that come in the way of progress for women.”
The links to the promo