Star India Pvt. Ltd
Star Plus, India’s biggest TV network, has a loyal female audience base. With thriving competition, the challenge was to stay relevant and resonate with the younger women across urban and rural markets in a changing India
In India, a child’s identity is defined only by their father’s name. From the time a child is born in a hospital, to when they are admitted to schools, while getting important documents, the person would always have to use their Father’s name. Success and pride are expressed through the link to your father’s.
We wanted to change this practice and bring to consciousness that mothers are equal contributors to a child’s success and play a vital part in the development of the child.
Nayi Soch – New Thinking: a campaign that taps into the thought that women are today opening up endless opportunities and we are living in a new world, changing the way future generations live and eliminating gender stereotypes.
Combining India’s passion for entertainment with our sponsorship and programming, we had the platform to change culture together
We put mothers at the heart of our campaign. Utilizing Star Plus’s sponsorship of the Indian cricket team, we asked them to swap the name on the back of their shirts from their father’s name, to their mother’s name.
The campaign was fronted by India’s 3 biggest cricket superstars, Virat Kohli, M.S.Dhoni & Ajinkya Rahane, turning the spotlight on them to spread our message.
The three superstars featured in videos to introduce the Nayi Soch Movement.
In a first of its kind innovation during the India vs New Zealand series the entire Indian team took this further by unveiling the new shirts, showing the team’s mother’s names during the India vs New Zealand match. The match was aired live on Star Plus, with the players sharing their own stories of the support their mothers had given them in their careers.
We customized the commentary & the player interactions during the match to incorporate the message of Nayi Soch & highlighted the significance of the entire gesture through
Commentators Jersey unveiling:
Commentary Message Integration