Mumbai: At Star Plus, the spotlight is on half a billion women of India. Today women are opening up endless possibilities for themselves and for generations to follow. And this movement is gathering speed. Star Plus, through its content, has been proudly associated with this movement and continues to push forward the agenda for women. Taking this legacy forward, Star India ushers in new thinking by questioning various societal stereotypes that hold women back, not just through its new shows but also through a brand initiative along with BCCI, as the Indian cricket team sponsor. As part of this initiative, Star Plus unveiled a TV campaign 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 cricket icons – Dhoni, Virat and Ajinkya 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 3 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.”
Here’s what our cricket icons say in the ‘Nayi Soch’ campaign. Captain cool Dhoni, replies in his usual calm demeanor, when questioned by a reporter, if there is a special occasion for wearing his mother’s name “Itne dino se main apne pita ka naam pehen raha, tab to aap ne kabhi nahi poocha ki koi khaas wajah”? Likewise Virat asserts, “Main jitna Kohli hu, utna Saroj bhi.” Ajinkya says, “Log kahte hai baap ka naam raushan karo, lekin mere liye Maa kaa naam bhi raushan karna utna hi important hai”.
The #Nayi Soch campaign got immense traction on Social media on the very first day of its launch. The campaign is a big success on digital & social platforms crossing 11 million views on the day of launch and people changing their digital images on social platforms adopting their moms name on the jersey. Also, conversations on gender equality and acknowledgement of the identity of women in the lives of every individual and every family have delivered approximately 1.4 billion potential impressions for #NayiSoch, on day of its launch itself.